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MTV Promotes Mobile Brand with Major New Campaign

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In a bid to promote MTV’s Mobile MVNO (Mobile Virtual Network Operator) brand, Viacom International Media Networks have recently launched a new global integrated campaign.

The Viacom marketing campaign will feature animated GIF (Graphics Interchange Format) characters in a series of adverts intended to capture the sentiment of MTV’s mobile audience. The three adverts will each feature a down on their luck user being transformed by the ‘Gif God’, whose appearance was chosen from five designs by MTV Facebook fans.

Michel Dupont, a Senior VP at Viacom, commented: “We wanted to run a campaign that would capture the spirit of the brand and zeitgeist, in order to generate consistent brand awareness of MTV Mobile and to promote the MTV branded price plans.”

He added: “Mobile is an area where we are seeing growth. Having a presence in the mobile space allows us to build on our 360 vision around our linear shows, and enables us to reach our audience and keep them engaged with the brand.”

The campaign was devised with the digital agency Buzzman and marks MTV’s latest effort to win its share of the competitive mobile market.


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