22nd May, London: UM London has negotiated a sponsorship deal, for the second year in a row, between Emerge Energy and MTV.
In 2016 Emerge Energy sponsored the youth culture and music festival in the first deal of its kind for the energy drinks brand. This year, Emerge Energy’s new Energy Water Drink, ‘ACTIVE8’, is the headline sponsor for the festival in Plymouth with pouring rights at all the bars, a small army of ‘jet pack’ servers in the crowd, branded goods, and exclusivity of copy on the big screens between bands and DJ sets.
The project launches on air this week with specifically created and designed TVC as part of a summer-long campaign, and the distribution and sale of 9 million cans of ACTIVE8, which are all branded and carry a competition link. These are now available in the Co-op, Morrisons, Sainsbury’s and all other main retailers, including independent retailers.
The competition will offer VIP tickets to the MTV Crashes festival in Plymouth, plus the chance to win VIP trips to MTV Crashes in Majorca, where the association continues with Emerge ACTIVE8, right through to the closing event in Derry.
Calli O’Brien, Senior Brand Manager at Emerge commented:
“The Emerge & MTV brands have close consumer synergies which made an ideal partnership & lends well to co-creating a great campaign. UM have been instrumental in working the partnership hard to maximise our brand exposure through all of the touch points – and more”
Alongside the MTV sponsorship, IPG Mediabrands agency, Society, have taken over Emerge’s social media presence, and UM Studios are set to produce all social media assets in 2017.
Phil Cresswell, Broadcast Activation Director at UM London, concludes:
“UM are delighted to be partnering Emerge Energy and MTV Crashes for the second year in a row. They are the perfect combination to energise the summer yet again for thousands of music fans across the UK. This year it’s a true cross-agency initiative for IPG Mediabrands. This is demonstrated in the step up to ‘Headline sponsor for the brand, and they extra benefits that come with this association.”