Motorola and MTV International Launch Global Marketing Alliance for Mobile Content

Strategic Insights -

Motorola and MTV International have partnered to bring innovative and engaging mobile content to consumers worldwide. As part of a three-year, multi-million dollar global marketing alliance outside the US, Motorola will provide MTV-created wireless content, including an interactive series of games known as Plastikulture(TM), and a wireless component of the award-winning MTV Exquisite Corpse image campaign. This collaboration aims to accelerate the way people use and view their mobile phones, leveraging MTV's creativity and Motorola's technology innovation.

Key Takeaways:

  • The partnership between Motorola and MTV International will provide exclusive wireless content, including Plastikulture(TM) games and the MTV Exquisite Corpse image campaign, to consumers worldwide (excluding USA, Canada, and Japan).
  • Plastikulture(TM) is a series of mobile games developed for TV, handsets, and the web, offering value-added continuity codes with free download bonuses, story backgrounds, screensavers, and cartoons.
  • The first game in the Plastikulture(TM) series is Hairstyler(TM), an interactive character-driven story that relies on player's speed and memory, available pre-loaded on the Motorola E398 in Asia and other regions.
  • The next game in the series is TroubleMaker(TM), pre-loaded onto the Motorola E398 in Asia, following the launch of the website www.plastikulture.com on May 1, 2004.
  • The partnership includes the MTV award-winning Exquisite Corpse campaign, which will be supported on air and via a Web site localized in 11 languages, providing more insight into character personalities.
  • Motorola handsets outside of the US will feature both Plastikulture(TM) and MTV Exquisite Corpse content, including wallpaper, screensavers, ringtones, and video.
  • The Exquisite Corpse campaign originated from MTV's 2003 global branding campaign and won the Resfest 2003 Best Creative Promotion Campaign award.
  • The partnership intends to accelerate the way people use and view their mobile phones, leveraging MTV's creativity and Motorola's technology innovation.

Statistics:

  • 3-year global marketing alliance outside the US (2003)
  • Multi-million dollar budget for the partnership
  • 395 million households in 166 countries and 18 languages via 94 locally programmed and operated TV channels and 42 Web sites
  • Sales of Motorola in 2003: U.S. $27.1 billion
  • Years experience of Motorola in wireless, broadband, and automotive communications technologies:
  • Registration of Motorola in the US Patent & Trademark Office (Motorola and the Stylized M Logo)

Sources:

  • Motorola, Inc. (NYSE: MOT) - [www.motorola.com]
  • MTV Networks International - [www.mtvn.com]
  • NewsCom: [www.newscom.com/cgi-bin/prnh/20020307/MOTLOGO]
  • AP Archive: [photoarchive.ap.org]
  • PRN Photo Desk: [www.hellomoto.com], [www.plastikulture.com], [www.exquisitemtv.com], [www.motorola.com]