The flavoured yoghurt drink is the second title sponsor of the music channel's flagship awards programme, the MTV Europe Music Awards.
The company joins KFC as the on-air sponsors of the 2007 MTV Europe Music Awards on both MTV base (DStv Channel 88) and MTV (DStv Channel 85). Under the deal, the brand will receive major airtime exposure in the form of sponsor billboards on a wide range of programme content surrounding the awards, while three promo ads will be running exclusively on the TV channels.
Combined with the on-air activations is a major on-pack competition to win a trip for four people to the music awards in Munich in November. It's featured on all 300g bottles of the product and requires consumers to SMS the unique code found under the wrapper of each Exotic Fruit flavour container. This flavour has been specially created for this promotion in order to engage consumers in the promotion and keep it ‘top of mind' with the target market. The brand is also hitting the streets with stylish MTV Europe Music Awards branded Hummers.
The collaboration between the brand and the music channel is supported by online activation in the form of online microsite www.soundsofflava.co.za, while a major sampling operation will take place in clubs, varsities, malls and sport venues throughout the country.
