Pepsi brands an MTV moon man award

When it comes to brand integration, MTV is one of the best in the industry. And the network is reaching higher as it is about to introduce the first ever branded MTV Music Video Award, the Pepsi Rock Band Video Award.

Pepsi recently bought the rights to the award, which will be presented during the latest MTV Video Music Awards show. The award is a culmination of the brand?s ?Rock Band? campaign, which was co-sponsored by the network.

Almost 700 gamers participated in the contest for a chance to win their very own Moon man award. Each group created their own ?Rock Band? inspired music video and integrated the Pepsi brand in the mix.

The contestants that win will accept the award as a part of a lead into a 30-second commercial featuring Pepsi.

?Pepsi’s been involved with the VMAs for a very long time, and has always been involved with the latest thing going on in the music industry,? commented Meg Hammond, senior marketing manager for Pepsi. ?This year we wanted to do something that tied into one of the biggest things you can get at the VMAs. This is the first Moonman ever given away to a non-professional, so we wanted to do something with ‘Rock Band’ where people could make videos and showcase their talent.?

Other sponsors for the VMAs will be Taco Bell, Verizon Wireless, Sears, and Sony Pictures.

?The VMAs is the biggest thing we do all year,? commented John Shea, executive VP of integrated marketing for MTV. ?It allows us to evolve and demonstrate our prowess with advertisers and marketing partners. It has a major impact on music downloads, it’s significant to our artist relationships. And it’s the most significant opportunity to demonstrate our creative prowess.?

Source: AdvertisingAge