mtvU
Situation
mtvU, a division of MTV Networks which broadcasts a 24-hour television channel available on 750+ college campuses, wanted to:
- Provide added-value onsite marketing exposure for their advertisers during Spring Break 2008.
- Secure interior and exterior marketing rights for their brand and their partner brands.
- Create compelling content for their television channel and mtvU.com.
- Develop an onsite brand presence and drive traffic to their onsite events.
Solution
Developed an onsite implementation plan during Spring Break in Panama City Beach, Florida. We:
- Facilitated a relationship with the Boardwalk Hotel and negotiated a partnership that guaranteed exclusive interior and exterior marketing rights and use of beachfront property for the mtvU stage and sponsorship village.
- Coordinated with hotel to ensure flawless daily event execution.
- Secured event and building permits for the stage and sponsor village areas.
- Leveraged our exclusive partnership with the largest student travel tour operator in the U.S. to further promote and drive traffic to all mtvU events, both onsite and at more than 350 college campuses through social networking and print media.
- Developed and implemented a discount program with our student travel partner which delivered valuable discount offers to students who used their mtvU Citi Card while booking a Spring Break trip.
- Created mtvU Citi Card VIP discount program through our relationships with local vendors in Panama City Beach.
Results
Efforts helped mtvU generate buzz during Spring Break, onsite, on television and online:
- Assisted mtvU in their successful filming of five days of show content with 11 concert performances, plus the production of two online shows.
- Drove more than 70,000+ students to concert performances and to mtvU Sponsor Village.
- Drove 41% more Spring Break travelers to Panama City Beach during mtvU events through our student travel partner, as compared with ’07 bookings to the same destination.
