MTV ties up with mobile service Blyk to promote The Hills

by Alison Donnelly, Marketing 16-Oct-08, 14:27

LONDON - MTV has partnered with Blyk, an ad-funded free mobile network aimed at 16- to 24-year-olds, for its first mobile campaign in the UK.

The push will support two of MTV One's biggest programmes: reatlity shows The Hills, now in its fourth series, and Living on the Edge, in its second series

Content and direct ads will be sent to target audiences via MMS. The ads will be delivered to mobile handsets with an image of the campaign together with information and appointment-to-view details for both shows.

An initial series of mobile messages for The Hills were sent via Blyk in the week of its premiere to more than 50,000 young women identified as having an opinion on current trends and sharing these interests with friends.

The Hills activity will tie in with a nationwide billboard, print, online, TV and radio advertising campaign.