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"Indie 101" host Marthin Chan gets around L.A. in a VW in an exclusive placement deal with MTV Tr3s.
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MTV Tr3s Pairs Up Music Shows With Advertisers -- CORRECTED 02/02/07
January 23, 2007
By Nancy Ayala
CORRECTION: MTV Tr3s can be seen in Los Angeles on KBEH 63. The station call letters were previously listed incorrectly.
The eight-episode series DanceLife, executive-produced by Jennifer Lopez, will premiere today (5:30 p.m. ET/4:30 p.m. CT) on MTV Tr3s. But unlike the dance program’s debut last week on the flagship network, DanceLife will have a customized companion program for the young Latino audience: “Dance Adictos,” instructional dance clips available on mtvtr3s.com and Verizon Wireless’ V-cast.
“Dance Adictos” follows on the heels of two other original shows that MTV Tr3s premiered last week, Indie 101 on Jan. 15, which features an exclusive partnership with Volkswagen, and Sucker Free Latino, which began Jan. 18 with a placement deal for Burger King.
Music may be at the core of the channel but creating opportunities for advertisers beyond traditional spots is gaining traction, said Lucía Ballas-Traynor, senior vice president and general manager of MTV Tr3s. With distribution reaching an estimated 58 percent of Hispanic households, or an estimated 5.8 million viewers, she said there’s new demand to pair culturally relevant programming with advertisers that “get it.”
For Indie 101, the target is hipsters living in Los Angeles who prefer underground bands and alternative sounds — presumably those who would find a cool factor in host Marthin Chan, of Grammy-nominated band Volumen Cero, tooling around in a VW while visiting his music buddies or going to clubs in the area. (MTV Tr3s can now be seen on KBEH 63 in Southern California.)
“It’s Volkswagen that takes him wherever he wants to go,” said Ballas-Traynor. “The buzz word is organic.”
Several advertisers that have committed to this space are not looking merely to place spots but instead negotiate an overall sponsorship plan, she noted. Among categories interested in nontraditional inclusion are wireless, automotive, fast food, soft drinks and retail, she said.
Sucker Free Latino will incorporate Burger King during the one-hour show that takes host L.Boogs into urban cities across the country as he meets with a who’s who in rap, Latin hip-hop, reggaeton and urban bachata.
Burger King’s tagline “A Tu Manera” will pop up organically during the program, by way of the host or VJ, said Ballas-Traynor. “With kids it’s all about ‘Have It Your Way,’ ” she said. “It goes back to lifestyle.”
Significant investments are part of the overall plans for exclusive sponsorship, she said, particularly if those deals preclude other companies in the same categories from advertising. “There is a certain ownership for level of investment,” she explained.
After DanceLife and its companion show premieres, Ballas-Traynor said to expect more brand marketing from Verizon Wireless’ V-cast service.
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Copyright 2007 Marketing y Medios |
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