MTV, VHI US go Pink in association with Honda


MUMBAI: MTV and VH1 in the US will paint their broadband and mobile platforms Pink with content from an exclusive flashmob concert in New York City with platinum-selling
LaFace/Zomba artist Pink. The concert footage features music from Pink's latest album, I'm Not Dead.

The concert was the result of a contest launched last year in conjunction with Honda and its advertising agency RPA to promote the launch of the 2006 Honda Civic. MTV and VH1 worked with Honda to develop the extensive 12-week Honda Civic Under The Hood campaign featuring a series of music-based interstitials that drove viewers to various media platforms to enter their zip codes, giving the region with the most entries a "flashmob" concert by a national music artist.

VH1 and MTV joined forces for the first time ever in creating a cross-channel multiplatform campaign that amplified the reach of the networks' live music franchises to support the launch of the 2006 Honda Civic.

On 5 April, text messages and emails went out to contest entrants informing them of the Pink "flashmob" concert in New York that evening. The first 200 to respond to the message won access to the event at Crobar. Pink Across All VH1 and MTV Platforms

From tomorrow 13 April, footage from the exclusive concert, including full songs from Pink's performance will be available on VH1 and MTV's broadband channels VSpot (vspot.vh1.com) and Overdrive (overdrive.mtv.com).

Fans will also be able to enjoy video clips of the concert on MTV Mobile and VH1 Mobile cross-carrier. Pink appeared on MTV's Total Request Live the day of the concert and upon her exit took a few of the members of the audience and escorted them to the show. In addition, a half-hour version of the concert will air on MTV on 14 April.

VH1 will also produce a video podcast interview with Pink that will be available for download on VH1.com and iTunes.

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