Viacom International Media Networks has launched a global integrated campaign to promote MTV’s mobile price plans. Called Gif Me More, it was partly devised by MTV Facebook fans, who selected the campaign’s main character Gif God from a selection of five.
Gif Me More is aimed at promoting MTV Mobile’s price plans and boosting its image as a mobile brand, running across online, TV, print, outdoor and in-store.
Viacom International Media Networks’ senior VP of mobile, north and international, Michel Dupont, said mobile is a key area of focus: “Having a presence in the mobile space allows us to build on our 360-degree vision around our linear shows and enables us to reach our audience and keep them engaged with the brand.” The move is MTV’s latest in the mobile market, it already identified apps and tablets as a major area of focus for the year.
Its plans include both ad-funded and paid apps for smartphones and the iPad, and the development of bespoke ad opportunities for brands. It has appointed MiG-owned 4th Screen Advertising as its third-party mobile ad sales partner as part of its strategy.