Nokia and Pepsi totally into MMVAs

Pepsi is sponsoring a six-angle Backstage Live show for online viewers at home, while Nokia is on board for a multi-platform host search in this year's MuchMusic Video Awards.

Five brands are getting the spotlight at this year’s MuchMusic Video Awards (MMVAs) in a sponsor integration package that includes TV, mobile and online plugs. Two brands in particular stand out in a unique branding effort that connects consumers with their favourite stars and singers. First, Nokia is sponsoring the official Nokia SoundCheck, a chance for one fan to host MuchMusic the day before the awards, which typically close off Queen Street in Toronto to accommodate thousands of screaming teens.

Fans enter online by submitting a pic of themselves and explaining why they should be host. The selected winner will be flown to Toronto for a MuchOnDemand appearance on Friday, a one-time gig hosting the Nokia SoundCheck on Saturday and a VIP experience at the MMVAs on Sunday, June 21 – as well as a Nokia 5130 XpressMusic device to document their adventures.

‘The MMVAs are the Super Bowl for youth and the best way to engage fans all across Canada everywhere at once – on TV, on broadband, on mobile, on demand, within social networks and screaming in the streets – at the biggest party of the year,’ says Brad Schwartz, SVP/GM, Much MTV Group, CTV, in a release. Virgin Mobile, Subway and Molson are also on board as sponsors, visible on Much’s contests and promos on TV and online.

Pepsi, which recently underwent a rebranding, is on board as the presenter for MMVAs Backstage Live, where online viewers can watch the show from six different camera angles at home on, essentially directing their own version of the awards. Cheryl Radisa, VP consumer marketing, Pepsico Beverages Canada, says this is an example of Pepsi’s new approach to marketing. Last month she told MiC Pepsi would focus on large-scale events as a new approach to its TV strategy.

‘Pepsi is all about firsts, and we’re pumped to partner with MuchMusic to bring consumers a first-ever backstage experience to one of the hottest music events in the country,’ says Radisa, in a release.

Co-hosted by the Jonas Brothers, this year’s MMVA performance lineup also includes Kelly Clarkson, Lady Gaga and Black Eyed Peas.