Consumers are seeking entertainment experiences – wherever and whenever they want. It’s MTV Iggy’s (division of Viacom) goal to engage brands in those experiences in authentic ways. Brands see the tremendous value in integrating content across Viacom’s consumer platforms (TV, online, mobile, social, on the ground) to reach key audiences. We look to ensure that content is contextually relevant, adding editorial authority to the brand’s positioning, and allowing the brand to stand out amongst the competition.

One of Viacom’s strengths is music programming. In the US, developing and airing music programming has its own set of challenges: copyright clearances, contract, piracy, labels and artist relationships etc. Associating a sponsor with this content only further complicates the situation. The messaging delivered in our content cannot imply endorsement. As branded entertainment becomes more prevalent and in demand, sponsors are requesting ownership of the content created to use on their owned and operated platforms. Viacom is protective of the content developed but is allowing sponsors to share, as long as it remains in Viacom’s DRM video player. Sponsors look to be included in all the social conversations, which must be balanced with protection for how we engage fans.

Intel and MTV Iggy partnered to create the Music Experiment, an integrated program that reinvents the live music experience by organically connecting Millennials to Intel products. The program merged music, art, and technology to connect passionate fans with their favorite artists. Social media was at the heart of the program fueling fan participation and ultimately connecting die-hard fans to their favorite artist. First, fans saw on-air and digital announcements on MTV teasing upcoming shows at secret locations. Next they completed daily social challenges on Twitter, Instagram, Vine, Facebook, and Pinterest for a chance to win tickets.

MTV and Intel’s primary objectives met unprecedented success:

Reach: 99 million Digital Media, 173 million On Air Media, and 330 million PR Impressions resulting in exceptional awareness and engagement of Intel’s primary target, A18-35. Digital outreach and social challenges expanded reach, amplified by multimedia TV promotion.

Engagement: Total social impressions were 14.7 million. Live concert participation reached 38,000 with +7,000 onsite and 31,000 globally via live streaming, featuring +2,000 on-site posts.

Desire: By tapping into lifestyle interests of hyper-engaged music fans— The Music Experiment 2.0 placed a halo on the Intel Ultrabook, growing:

-Awareness (+24%)

-Purchase Consideration (+25%)

-Purchase Intent (+45%)