MuchMusic and Garnier have unveiled the details of their partnership for the MuchMusic VJ Search, which coincides with the launch of the brand’s new Fructis Fruit Sensation product line.

The partnership, which was lead by ZenithOptimedia will see Garnier act as the exclusive presenting sponsor of the show, and Dave Caporicci, director of brand partnerships, Bell Media, tells MiC that the program was designed to help Garnier target a younger audience of youth aged 12 to 24.

Brand activations for Garnier began with a how-to-enter video and a 45-second promo spot announcing the launch of the competition, which both featured product integration. The VJ search microsite, meanwhile, leverages the brand’s colour schemes, and hosts a series of hairstyle trend videos created by the brand’s hair and styling experts, and starring the channel’s current VJs.

With the top 40 VJ hopefuls recently named, MuchMusic will begin revealing the names of the top 20 on New Music Live starting March 25. The top 20 contestants will earn a spot on the branded VJ Search tour bus, which will tour cities including Vancouver, Calgary, Winnipeg and Toronto while the VJ search airs throughout April.

Garnier’s social media team will join the tour, promoting it with a contest that offers prizes such as a trip to the VJ Search Finale.

Caporicci says the MuchMusic VJ Search marks the first time the channel has gone on a cross-country tour in recent years. He adds that the VJ search presented Garnier with a strong platform to promote the launch of its new product line due to the program’s emphasis on social engagement.

The televised portion of MuchMusic VJ Search will run during the New Music Live timeslot from April 1 to 26.

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