MuchMusic has created customized ‘promotional overlays’ for sponsors of the 19th annual MuchMusic Video Awards (MMVAs), happening in Toronto this Sunday.

Herbal Essences, Molson Canadian, Rogers Wireless and Nokia multiplatform sponsorship packages include TV, online, mobile and video on demand (VOD) activity supporting the broadcast.

The ‘Most Luscious Pose’ promotion for Herbal Essences started with a web-based contest at www.herbalessencespose.ca, where visitors could vote for the best animated red-carpet pose and win a VIP pass to the MMVAs. The winner, animated girl ‘Ashley,’ is featured in TV spots currently running on Much. After the awards, a new spot will air for one week, featuring the real-life contest winner on the red carpet.

As the official MMVAs after-party sponsor, Molson Canadian will host events around the city, which will be recorded by Much and aired as branded vignettes after the awards.

Nokia is once again sponsoring the Nokia Silence Booth at the awards, where visitors can relax and make a call away from the madding crowd. Rogers Wireless’ ‘Ultimate Insider’ promotion embeds one fan deep behind the scenes at the awards, with access to the sound check, green room, VIP bleachers and after-parties, plus an appearance on Much On Demand. Rogers wireless subscribers will also have exclusive access to MMVA mobile content.

New sponsors this year include Subway and Oh Henry!

The MMVAs air live Sunday, June 15 at 9 pm ET. The Red Carpet Arrivals Special airs live at 8 pm ET, and MMVAs AfterMath will be broadcast exclusively on muchmusic.com at 11 pm.