Sony Ericsson Teams up with MTV

MTV and Sony Ericsson have joined forces to launch a MTV Europe Music Awards category to champion emerging musical talent, which is being backed by a pan-European TV and digital campaign.

The New Sounds of Europe category is being promoted across 18 European markets, including the UK, on TV, PC, mobile and Wap sites. Consumers will be able to access the sounds and visuals of the competition on TV, online and via their mobile phones.

MTV channels in each European region will select their best local acts and draw up a shortlist, and from August, MTV viewers will be able to nominate their favourite emerging band online. The voting will eventually eliminate the acts down to one for each country.

The 18 acts will then go head-to-head in a pan-European battle of the bands. This will conclude with the three finalists with the most online and mobile votes being flown to Munich for the next round of the competition.

On "show day" on November 1 the acts will play live on MTV, with viewers voting for them online and via SMS. The winning band will then go forward to perform live onstage that evening at the MTV Europe Music Awards.

Promotional activity will include "on-air billboards" across all MTV channels in Europe, online advertising across all MTV Europe Music Awards sites, and a Sony Ericsson-dedicated website.
There will also be a Wap site dedicated to the awards, with a New Sounds of Europe section where users can vote, enter competitions and access free content.

Melisa Quinoy, Viacom Brand Solutions International's executive vice-president in Europe, said: "This year's MTV Europe Music Awards campaign activation represents a wholly customised solution that builds on Sony Ericsson's music strategy to position the brand at the forefront of new music across platforms. We are vested in the success of our partnerships and committed to creating new concepts that help clients make breakthrough connections with our youth audiences like never before."

http://www.mtveuropemusicawards.com/
http://www.sonyericsson.com/walkman
via esato