VH1 Rocks With Metal Music Promos
VH1 is paying homage to everything metal—music that is—this month with a month-long marketing campaign to promote a network TV event dedicated to the rock genre.
To build excitement around VH1 Rock Honors, a special TV show that pays tribute to the music legends that influenced the sound of hard rock, the network is in search of the top guitarists (metal heads and want-to-be rockers included) as part of its Air to the Throne air guitar competition. Fans can submit videos of their best air-guitar interpretation to Air.VH1.com through May 8.
VH1 will air the top videos on its broadband channel VSPOT, where viewers may vote for their favorite air-guitar finalists. The top vote-getter will win a trip to the VH1 Rock Honors event in Las Vegas to perform on the red carpet and be crowned VH1’s Air to the Throne. The winner will also earn a coveted spot in the official U.S. Air Guitar Championship Finals in New York.
In addition, the network is partnering with Dave & Busters to host Dare to Air competitions in 20 stores nationwide, including New York, Texas and California. Each store will present a one-night air guitar contest offering VH1 Rock Honors prizes to the top three winners. The grand-prize winner gets a Guitar Hero video game and a PlayStation 2 game system. The top winner in New York City will then be awarded a trip for two to attend VH1 Rock Honors at the Mandalay Bay Hotel in Las Vegas on May 25.
Music fans may confess their greatest sins in the name of rock at Rock and Roll confessional booths that will be located on the Las Vegas strip and in Los Angeles during the week of May 23-30. The Rock and Roll confessions will then be posted at VH1.com and on VSPOT, VH1’s broadband entertainment network. As part of the promotion, street teams will distribute VH1 Rock Honors postcards, mock credentials and premiums to consumers.
To further support metal mania, VH1 Classic is rolling out its top metal series and specials throughout the month.
The two-hour special will honor the music of Queen, Def Leppard, KISS and Judas Priest. VH1 Rock Honors airs May 31 at 9 p.m.
Print ads (in Playboy, Blender, Guitar World, Guitar One and Rolling Stone), online materials and radio spots support. Carat, New York City, handles media; Carat Fusion, also New York, handles online promotion; Universal Consulting Group (UCG), Boston, handles outdoor marketing.
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