Motorola hatches content alliance with MTV Intl

MUMBAI: Motorola has tied up with MTV International to provide exclusive MTV-created wireless content.

This will include an interactive series of games known as Plastikulture and a wireless component of the MTV Exquisite Corpse image campaign. The content will be pre-loaded on select new Motorola handsets and available for download at outside the US from 1 May 2004.

A company release informs that the alliance seeks to leverage the broadcaster's creativity and knowledge of the ever-evolving music and lifestyle scene, and Motorola's technology innovation and personalisation intelligence. Last year the two companies had launched a three year multi-million dollar global marketing alliance outside the US. The aim was to aimed at radically accelerate the way people use and view their mobile phone.

The new MTV International Plastikulture content is a series of mobile games that will be available worldwide apart from the US, Canada and Japan. It will be preloaded onto the Motorola E398, C650, V220 and E680 in the Asia Pscific region, Latin America, Europe, Middle East, Africa, Motorola's E398 handset in Europe and the model C650 in Asia and Latin America.

The first game in the Plastikulture series is Hairstyler, an interactive character driven story that relies on the player's speed and memory. Plastikulture has been developed for TV, handsets and the web, to enhance the experience and include value-added continuity codes which offer free download bonuses with content options such as story backgrounds, screensavers and cartoons. Plastikulture will be supported on air and through a website that will be localised in 11 languages, providing more insight into character personalities.

Motorola handsets outside the US will also feature the Exquisite Corpse campaign. Originally part of MTV's 2003 global branding campaign, Exquisite Corpse is a series of spots produced by 16 international MTV creative teams. The resulting campaign won Best Creative Promotion Campaign at Resfest 2003. Exquisite Corpse wallpaper, screensavers, ringtones and video will be embedded onto Motorola handsets in Asia Pacific, Latin America, Europe, Middle East and Africa.

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