MTV lures viewers via mobile trash-talking contest

'Cash money' is the ultimate prize when wannabe trash talkers with the right Yo Momma-style battle it out via SMS as the second season rolls out on MTV.

MTV is searching for Canada’s best trash-talker, using an SMS contest to engage viewers during the upcoming second season of Yo Momma, which premiers on Monday, Oct. 30 at 5:30 p.m. ET/PT. Fitting with the New York City-based trash-talking competition series, the Canadian broadcast will feature daily on-screen messages that encourage viewers to text their best ‘Yo Momma joke’ to a six-digit MTV shortcode for a chance to win $1,000. Participants will be able to include a handle so that they can claim their props. Another user could even send a message directly to that handle they saw onscreen, enabling a virtual Yo Momma battle. The contest runs from Oct. 30 to Nov. 25. The best entries will scroll across the screen during the broadcast. The contest is also getting promo by way of a 30-second on-air spot.

This is not the first time MTV in Canada has done an SMS contest, but this is the first time it has done one of this scope. A previous contest offered a trip for two to see The Killers perform in London. MTV communications manager Emily Young Lee says, ‘SMS will be a significant part of our contests moving forward. We’re definitely open to ideas and other cross-platform opportunities when there is a fit with the content.’

Yo Momma is, historically, a top 5 show for MTV in Canada. First season Yo Momma battles and second season previews are available to Bell Mobility subscribers on video-capable phones. MTV is also offering exclusive outtakes, bloopers and behind-the-scenes footage including making-of-footage and video diaries from the cast through MTV Mobile.