THE 2013 MUCHMUSIC VIDEO AWARDS Teams Up with Seven Power House Brands

– Four minutes of originally produced Branded Content created during the show to run within the MMVA broadcast –
– Seven sponsors – BlackBerry®, Coca-Cola®, H&M, Procter & Gamble, SUBWAY® Restaurants, Virgin Mobile Canada™, WONKA® NERDS® – participate in Bell Media Brand Partnership activations –

To tweet this release: http://bit.ly/13HyxD9 

TORONTO (June 13, 2013) – Seven of Canada’s premier brands help bring the biggest street party on the planet, THE 2013 MUCHMUSIC VIDEO AWARDS, to viewers across the country this Sunday. Teaming up with MuchMusic this year are powerhouse brands BlackBerry®, Coca-Cola®, H&M (official designer of the MMVA wristbands), Procter & Gamble®, SUBWAY® Restaurants, Virgin Mobile Canada™, and WONKA® NERDS®. The party kicks off with the 2013 MMVAs RED CARPET SPECIAL on Sunday, June 16 at 8 p.m. ET, followed by the live show at 9 p.m. ET on MuchMusic and Fuse in the U.S.

“The MMVAs continue to draw passionate and loyal viewers, and present youth-driven brands a unique platform to connect with the Much audience,” said Rick Brace, President, Specialty Channels and CTV Production. “With on-the-ground produced spots created by Bell Media’s Brand Partnerships and Creative teams, the MMVAs continue to raise the bar on unconventional and exciting advertising opportunities.”

Bell Media continues to be a market leader in branded content with unique and exciting product integration opportunities. In addition to the seven Brand Partnership activations, four minutes of branded content will be presented during the show, integrating Much partners and utilizing the spectacle of the MMVAs as the backdrop. Each branded content vignette is customized with Much’s partner’s specific brand objectives in mind, and continues to offer an extremely unique and impactful promotional environment. These integrations will air seamlessly throughout the 2013 MMVAs live broadcast.

Led by the Bell Media Brand Partnership team, Bell Media’s Creative Agency developed and executed all broadcast and design creative. MuchMusic’s digital team managed all aspects of the online and mobile execution.

Here’s what’s in store for viewers at home:

Coca-Cola® Covers: One, 60-second content vignette announcing the winner on the main stage.

BlackBerry Lounge: Two, 30-second content vignettes from the BlackBerry Lounge

H&M / Fashion Authority: Three, 30-second content vignettes featuring the official 2013 MMVAs H&M Fashion Blogger on the Red Carpet. Two vignettes are set to air during the MMVAs RED CARPET SPECIAL, and one during the main show.

Subway Backstage Correspondent: One, 30-second content vignette capturing the entire backstage activation.

Virgin Mobile: One, 30-second content vignette capturing Virgin Mobile Members’ best seats at the MMVAs with exclusive access.

Below are details about seven innovative, co-branded partnership overlays taking place for the 2013 MUCHMUSIC VIDEO AWARDS:

BlackBerry®

For the second year in a row, MuchMusic and BlackBerry® host celebrities backstage in the exclusive BlackBerry Lounge. Viewers can follow all the behind-the-scenes action during a two-hour, online live stream on http://mmva.muchmusic.com/. Much VJs Liz Trinnear and T-RexXx host the digital experience and encourage viewers at home to submit their questions for their favourite stars. Fans can also check out how the new BlackBerry Z10 smartphone keeps Liz moving as her wrangler blogs about Liz’s crazy life leading up to the event as she prepares to host the BlackBerry Lounge.

Coca-Cola®

For a third year, the MMVAs serve as the backdrop for the finale of the MuchMusic and Coca-Cola® Covers competition with the announcement of the grand prize winner during a 60-second broadcast vignette during the show. The Top 3 Covers finalists appeared in their own 30-second commercial and get the VIP treatment at the MMVAs. The winner will receive the coveted Covers MMVA, a singles deal with Sony Music Entertainment Canada Inc., a music video, and performance opportunities. The Covers journey can be followed online at muchmusic.com/covers.

H&M

H&M is the fashion authority of the 2013 MMVAs bringing viewers a pop-up blog of fashion-related content. This year, the Beckerman Sisters are the official H&M fashion bloggers of the MMVAs, and will be dishing out content on everything fashion. At muchmusic.com/fashion, fashionistas also got a shot at winning the ultimate MMVA fashion weekend with H&M, including walking the red carpet with a friend and the Beckerman Sisters. In addition, H&M is the designer of the most-desired fashion accessory of the summer, the MMVA wristband. Viewers can also tune into the 2013 MMVA RED CARPET SPECIAL at 8 p.m. ET on Much, and tweet on @hmcanada and @muchmusic #hmmmva about who is best dressed on the red carpet. Much will then announce the best-dressed stars as chosen Tweeters during the 2013 MMVAs!

Procter & Gamble®

MuchMusic and Procter & Gamble® are bringing viewers closer than ever before to the 2013 MMVAs. Fans are able to view their favourite celebs and performances through an interactive second screen experience which provides close-up views, and never before seen camera angles of the show. Powered by attracTV, fans are able to chat, take instant polls, watch, read, and share content.  They will also be able to interact with Jessica Desjardins, a beauty blogger from Beautezine.com who has partnered with COVERGIRL to tweet live from the show. Viewers and voyeurs can check out the “Turn It Up Second Screen Experience” live at mmva.muchmusic.com and Tweet/Instagram with Jessica at #turnitup.

SUBWAY^® Restaurants Backstage Correspondent

For the second year, SUBWAY^® Restaurants is at work backstage, fuelling the MMVAs by feeding the celebs, VIPs, crew, and fans. This year, the activation is amplified with the addition of a Backstage Correspondent contest! Viewers can enter to win a weekend working alongside the Much team, reporting to viewers from across Canada on how the big show comes together. The entire backstage activation from SUBWAY^® will be showcased in a 30-second spot that airs in the MMVAs, and viewers can catch the rest of the behind-the-scenes content at muchmusic.com/backstage.

VIRGIN MOBILE

MuchMusic and Virgin Mobile are offering a rockstar VIP experience. Some lucky Virgin Mobile Members get to be front and centre with the best seats in the house at the MMVAs and at the Virgin Mobile MMVA Soundcheck when MMVA artists rehearse the day before the live show. One lucky grand prize winner and their +1 get VIP treatment all MMVA weekend long with flights to Toronto, a swag hotel, and behind the scenes VIP access for the rehearsals and the live show.

WONKA® NERDS®

MuchMusic and WONKA® NERDS® know that their fans are unique individuals, and are celebrating this by giving them the opportunity to create their own personalized MMVA adventure. On MuchMusic.com, fans chose from one of five categories to win their very own 2013 MMVA experience. The five categories are: “Digs;” “Fuel;” “Style;” “Your pre-MMVA activity;’ and finally, “Your Mode of Arrival on the MMVA Red Carpet.” The winner gets to chill in a swanky boutique hotel, shop on Queen St. West, or arrive in a stretch limo! MuchCloser members increase their chances of winning by logging in and checking out the Performer’s page and earning a badge. Each badge earned gets fans closer to their personalized 2013 MMVA adventure! WONKA® and NERDS® are registered trademarks of Societe des Produits Nestle S.A., Vevey Switzerland.

About the MUCHMUSIC VIDEO AWARDS
MuchMusic gives fans the experience of a lifetime by putting them as close as humanly possible to their favourite artists and celebrities at the 2013 MUCHMUSIC VIDEO AWARDS. The show airs live on Sunday, June 16 at 9 p.m. ET with a star-packed Red Carpet special starting at 8 p.m. ET. Past MMVAs performers and presenters include: Adam Lambert, Avril Lavigne, The Black Eyed Peas, The Black Keys, Britney Spears, Bruno Mars, Carly Rae Jepsen, Colin Farrell, Down With Webster, Drake, Ed Sheeran, Hedley, Jonas Brothers, Justin Bieber, Kanye West, Katy Perry, Ke$ha, Kellan Lutz, Kelly Clarkson, Lady Gaga, LMFAO, Miley Cyrus, Paris Hilton, Pauly D, Rihanna, Selena Gomez, Snooki, Snoop Dogg, Taylor Lautner, and many more. At the MMVAs, the audience is the priority; Much gives them the best seats in the house, whether a foot from the stage or a foot from a television, computer, or mobile phone. Fans should hit up Much regularly at muchmusic.com or Twitter @MuchMusic for the most up-to-date info about the event of the year.

– 30 –

For more information on the 2013 MMVAs:
Mary Costa, Much MTV Group, 416.384.7702, mary.costa@bellmedia.ca
Sara McLaren, Much MTV Group, 416.384.6104, sara.mclaren@bellmedia.ca