MTV will use three wireless ads to promote the Sept. 6 broadcast of its Video Music Awards as part of an online, print and broadcast campaign.
The wireless ads appear daily on Palm devices and wireless phones via OmniSky, AT&T, Sprint PCS and other carriers.
MTV is using wireless marketing for the first time to reach its target demographic of people in their late teens and young mobile professionals, said Daren Tsui, president and co-founder of SkyGo, Redwood City, CA, the developer of the ads.
Interstitial and banner ads notify wireless users of the broadcast date or send them to a mini-site. Corresponding online ads are running on Web sites such as Rollingstone.com, RealCities.com and nGame.com.
The mini-site, which gives the show date and links to performers, presenters and other information about the awards, is available only on wireless phones and personal digital assistants, not on the Internet.
The wireless campaign corresponds with an extensive interactive promotion of the awards show on www.mtv.com.
Viewers can vote for fans that will be chosen to present Viewer's Choice Awards on the show, vote for their favorite MTV2 video, listen to the nominated songs and predict the winners.
A VMA Passport section also lets users enter chat rooms and message boards about the Video Music Awards.
