JCPenney and MTV Join Forces for a Unique Back-to-School Experience
This year's MTV Video Music Awards (VMA) is getting a fresh twist as JCPenney Company, Inc. and MTV launch a joint campaign to find the next big teen sensation. The ambitious project, dubbed the "JCP VMA Insider Contest," invites teens to showcase their style, wit, and flair by entering a video competition on the dedicated website, jcpenney.mtv.com. The grand prize winners will walk the red carpet alongside the stars, report on events, and have their footage aired on MTV's Overdrive broadband channel.
Key Takeaways:
- Two winners will receive an all-expense paid trip to New York City to attend the MTV Video Music Awards and appear on "The Big 10" show.
- Teens can enter the contest by uploading a video explaining why they want to be a JCP VMA Insider on the dedicated website, jcpenney.mtv.com.
- Live auditions will be held at the JCP VMA Insider five-market mall tour, with dates and locations in Chicago, New York, Miami, Dallas, and Los Angeles.
- At the mall tour stops, teens will get an insider's experience of what it's like to be on MTV, including interactive stations, styling areas, and live musical performances.
- The contest and mall tour are part of an integrated campaign building on JCPenney's exclusive retail sponsorship of the MTV Video Music Awards show.
- The partnership includes on-air promotional spots on MTV and online content.
Statistics:
- 1,021 JCPenney department stores are operated throughout the United States and Puerto Rico (as of April 29, 2006).
- JCPenney is the nation's largest catalog merchant of general merchandise.
- MTV Networks owns and operates more than 100 channels worldwide.
- Over 95 interactive properties worldwide affiliate with MTV Networks, including online, broadband, wireless, and interactive television services.
Sources:
- JCPenney Company, Inc.
- MTV Networks
- Viacom (NYSE:VIA)
- Viacom (NYSE:VIA.B)