Situation

MTV and mtvU looked to provide added-value on-site marketing exposure for their advertisers during Spring Break 2007-2010 and compelling content for their television channel and mtvU.com, as well as develop a brand presence and drive traffic to their onsite events.

Solution

YMC developed a Spring Break plan for MTV and mtvU which:

  • Facilitated and negotiated guaranteed exclusive interior and exterior marketing rights and use of beachfront property for the mtvU stage and sponsorship village
  • Created mtvU Citi Card VIP discount program
  • 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 at Spring Break and through social networking and print media at more than 400+ college campuses

Results

  • Assisted mtvU in successfully filming live stage show content with an average of 11 concert performances per season plus the production of online shows
  • Drove more than 70,000+ students per season to concert performances and to mtvU Sponsor Village