MTV is hoping to build the appeal of its sister network MTV2 among hip-hop listeners through a series of marketing initiatives, including the network’s first sponsorship of a film festival.
The network is choosing to promote the MTV2 brand at events not specifically tied to music. MTV2 served as title sponsor of the eighth annual Urbanworld Film Festival, a showcase of urban, ethnic and multicultural cinema that ran through Aug. 8 in New York City. The alliance marks the first time MTV has sponsored a film festival. Urbanworld has created a new competition category dedicated to music video as a medium as a result of MTV’s involvement with the event.
MTV2 is showcasing select Urbanworld winners on its network Aug. 8-15, as well as producing and broadcasting behind-the-scenes programming related to the festival.
MTV2 is also targeting car enthusiasts with its sponsorship of the seventh annual Hot Import Nights, a national auto show that started in March and runs through the end of 2004. Produced by Vision Motorsports, Hot Import Nights features a mix of showcases for sport vehicles and related music and fashion. MTV2 is sponsoring an In Car Entertainment exhibit at the show and will provide DJs for the main stage in select cities. The network also will send camera crews to select stops on the tour to shoot footage for the channel.
MTV2 has hosted a range of promotional programming for Hot Import Nights, including a themed video programming block hosted by popular drag racing personalities, a behind-the-scenes look at the auto show and on-air spots plugging the tour.
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