MTV Builds New York Buzz Around VMA Show
MTV is taking over New York, wrapping the city with a host of promotions and events around the 2006 MTV Video Music Awards (VMA). The promotions mark the award show’s return to New York City after a two-year hiatus.
The network is kicking off its VMA festivities with a free concert Aug. 29 at Battery Park featuring All-American Rejects, Rihanna, New Found Glory, Chamillionaire and Cartel. Tickets to the all-ages event are available at participating Tower Record locations in New York City and through radio station promotions with z100 and Power 105.1. At the concert, attendees will have a chance to win tickets to the 2006 VMA show.
To further promote the show, MTV has launched a micro site at VMANYC2006.com where visitors can check out artists’ hot spots through an interactive VMA map, see videos and download a Vidget that will update users’ desktops with VMA news and new events around New York City leading up to the show.
This week, New York City-area restaurants, clubs and bars will roll out specific food and drink promotions and specials tied to the awards show. Area restaurants and clubs will offer everything from VMA-branded happy hours and discounts to free MTV-themed menu items and drink specials. The restaurant promotions run through Aug. 31.
Also, this week, MTV made available 250,000 VMA-branded MetroCards to sell at 12 New York City subway stations to promote the show. In addition, street teams are handing out 10,000 MTV Moonman drop cards that will drive consumers to VMANYC2006.com/dropcards to download two free songs.
The 2006 MTV Video Music Awards will air live Aug. 31 from Radio City Music Hall at 8 p.m. The network held the award show over the last two years in Los Angeles and Miami, respectively.
The show’s sponsors include Chevrolet, Pepsi, JCPenney, Taco Bell, Virgin Mobile USA and Acuvue Brand Contacts. JCPenney will be the sole retail sponsor for the Video Music Awards. Ads on the show will tout a promotion JCPenney ran, which included a five-city mall tour where teens auditioned for a chance to win tickets to the award show and appear on MTV. The contest took place in July.
Online materials support. MTV handles in-house.
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