Partnership:

2006 VIDEO MUSIC AWARDS and JCPenney

Description:

MTV Networks and JCPenney partnered to promote the 2006 VIDEO MUSIC AWARDS. JCPenney and MTV collaborated a contest for teens to attend the MTV MUSIC AWARDS and be an insider at the event. Two contestants received appearance on the music awards and an all expense paid trip to New York City. Winners also walked the red carpet, attended parties, and appeared on MTV's show the, "The Big 10." Teens entered at the contest website and uploaded a video to be a JCP VMA insider. Teens could also stop by the JCP VMA insider five-market mall tour where live auditions were held. In addition to entering the contest, teens who visit the mall tour will get an insider's experience of what it's like to be on MTV. Interactive stations included a DJ scratch-and-burn area, a styling area where teens can learn about back-to-school looks and a fashion show highlighting the season's newest styles. In addition, special guest appearances at each stop of the tour from MTV personalities from the "Real World/Road Rules Challenge" and live musical performances from bands such as OK Go. The partnership included on-air promotional spots on MTV and online content. The mall tour included locations such as Chicago, New York, Miami and Los Angeles areas. The tour started early July 2006 and ended August 3, 2006.

Partnership Opportunity:
2006 VIDEO MUSIC AWARDS/Television
Company:
MTV
Partner/Category:
JCPenney /Retail
Timing:
July 3rd Quarter 2006
Target:
Promotional Elements:
Media Elements:
Created On:
2020-11-30
Last Modified on:
2014-08-14
Companies Involved
MTV
Tuck

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