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Depot and Viacom Plus, the cross-platform sales marketing
unit of Viacom, have entered into a new cross-platform marketing
agreement which will be implemented at the "2002 Academy of
Country Music (ACM) Awards".
The first "Home Depot Humanitarian Award" will be presented
on the occasion, according to an official release. The awards
are to be broadcast on 22 May on Viacom's CBS. The awards
endeavour to recogonize a country music artist or group committed
to serving others, demonstrated "generosity of spirit" and
dedicated to helping those in need.
The award will be the first "fan-voted" award in the ceremony's
37-year history. Individuals can log on to http://www.homedepot.com/acm
to vote, and will be encouraged to participate through messages
in Home Depot catalogs and credit card statements, as well
as television and radio. The award was developed by Initiative
Media North America, Home Depot's media services agency in
collaboration with the Academy of Country Music represented
by Cornerstone Communications of Nashville.
The Viacom Television Stations Group and the Infinity Country
Music Radio stations will help generate awareness and drive
online fan voting. Additionally, the campaign will be supported
by custom-created content, programming and promotion on Viacom's
CMT and CMT.com. CMT will profile nominated artists on-air
and online in "Most Wanted Live" and will conduct exclusive
interviews during the orange carpet "ACM Awards Arrival Show"
on CMT, the release says.
Westwood One will support the programme with promotional spots
airing during nationally-syndicated country music programmes
leading up to the ACM Awards. In addition, Westwood One will
air a live broadcast from backstage of the ACM award ceremony
on top 20 Country Music Radio Stations across the US.
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