Music cable network VH1, New York City, next week breaks the largest promotion in its 15-year history to support a new interactive “My VH1 Primetime” programming block.
Developed in conjunction with advertiser BMW, the Free Ride campaign will award one new Z3 roadster every day in July. Viewers tune in to the “My VH1 Primetime” block weekdays from 9pm to midnight, watch for an on-air clue, then log onto vh1.com to enter. In all, BMW and VH1 will award $1 million worth of cars (31 total), each complete with a trunkful of VH1’s “100 Greatest Albums of All Time.”
Extensive radio spots and print ads support the campaign, which also seeks to hype the Z3 during BMW’s summer top-down selling season. VH1 handles in-house.
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