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MTV Signs HP As Lead Multi-Platform Advertiser
JUST
DAYS AFTER MTV NETWORKS’ upfront presentation encouraged advertisers to
make multi-platform buys, the company offered up a preview of what one
of those deals might look like. MTVN has signed PC maker HP as the lead
advertiser for a new dating series that will be available on multiple
linear networks, Web sites, broadband channels, and a wireless
outlet.Called “Meet or Delete,” the series focuses on college students
as they decide whether to date people (or connect for another reason
such as forming a band) after a thorough exploration of their computer
hard drives, including e-mail in-boxes, music playlists, pictures, IMs
sent, and recently visited Web sites.
HP will use the sponsorship as
a cornerstone of its new global “The Computer is Personal Again”
campaign, which seeks to advance the message that “the personal
computer is not just a commodity, but a digital extension of each
individual user.” HP was involved in the development of the show.The
programming and campaign will extend from MTV and mtvU networks and
their Web sites to broadband channels MTV Overdrive and mtvU Uber to
MTV wireless (and other outlets). “Meet or Delete” premieres May 10 on
mtvU and mtvU Uber, and will have customized versions for local
channels in Europe, Asia and Latin America.”PCs have become the
emotional hard drive of our global audience, making the premise of
‘Meet or Delete’ relevant everywhere in the world,” said Michael Wolf,
President and COO of MTV Networks. “We’re thrilled to collaborate with
HP on this groundbreaking project–a milestone in our drive to deliver
great content, worldwide, on every device–and it’s a prime example of
the innovative programs we’re developing for top global companies.”
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