MTV which is also known as music television is still the worlds leading music channel and music power house which has spread across the world like wild fire. As part of their corporate social investment plan they have introduced a segment in the channel called MTV push which is solely made to touch on up coming Rock, Hip-hip and Pop artists who are still on the rise. The campaign runs on both MTV base Africa, MTV UK and also on the official MTV channel (MTV 2) broadcasted in the United States of America
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| (MTV Push brand logo with branded colours.image source: mtv push.com ) |
The Campaign
The key to a successful PR campaign is to make it as exciting as possible for the targeted audience. The campaign runs as a pop up feature which happens after an ad break, music video or show has played. A bright splatter of pink bursts on the screen covering the screen links with pink. Then during the music video information about the artist is displayed clearly on the bottom of the screen. The viewers are then encouraged to go to the website and vote for the push artist of the month. A brief interview with the artist is done before the music video is played, where he/she is given an opportunity to tell viewers about future projects, featured artists or anything related to their music.http://www.behance.net/gallery/MTV-Push-Brand-Campaign-Studio-Hansa/2946055
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| (Mike posner: one of the most successful Push artists now endorsing reebok. image source:mtv push.com)
The purpose of the campaign
The purpose of the campaign is to get MTV viewers and followers the opportunity to be a part of the channel by putting them in the driver seat. MTV has introduced this as a rookie segment of the show where the audience can start a conversation about the push artist of that month. Buzz and publicity is then created around that particular musician. Twitter is then flooded with trending topics about the push artist which then gives MTV credibility and a source of closure with the public as they have helped an up coming artist reach stardom in just a few weeks. http://www.mtv.com.au/music/mtv-push/
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What mtv push campaign is doing, is introducing new artist to us, the public, so that we may know who they are and what type of music they bring to the table. Local channels could learn something from this
ReplyDeleteits a good thing that mtv is giving an oppotunity to artists and this will add more value in the company as far as credibility and image is concerned through this csi innitiative
ReplyDeleteMTV really knows how to look after the people who makes it successfully let it be a lesson to SABC.Now we just have to wait and evaluate the Push campaign results
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