New York (NY) - MTV practically pioneered reality television, by bringing together the first group of young adults to reside together in a series titled “The Real World”. With the help of a major technology company MTV has joined together 16 young, creative, tech geeks to live together in a loft in Brooklyn. These kids will compete in a contest that can be watched either online or on television.
On Monday, MTV and the mtvU channel, that is geared towards university and college aged individuals will work closely with Hewlett-Packard and present to the world “Engine Room”. The series will document the lives of 16 contestants split up into four different teams. The teams will be responsible for designing and producing digital artwork using products that were manufactured and sold by Hewlett-Packard.
Engine Room will not be a long winded drama like the Real World; instead, episodes will be quick five to seven minute clips that will last over a period of seven weeks. At the end of the competition, one of the teams will walk away with a prize package that includes $400,000 and an opportunity to program the giant MTV screen that is located in Times Square for an entire night.
Previously, Hewlett Packard and Broadband Enterprises sponsored a video series with MTV called “Meet or Delete”, and also “Dorm Storm”. These series showed that video campaigns are great marketing strategies that really catch the attention of younger consumers who are subscribing to and watching video clips from their cell phones, computers and other mobile devices.
“We don’t want it to be advertising; we want it to be real,” said David Roman, vice president for worldwide marketing communications at the personal systems group of HP, in a prepared statement.
“We’re learning as we go not to do so much talking about what we do but rather let people do things with the product,” Mr. Roman said. “That’s where the ‘wow factor’ comes from.”
The spending by HP for the “Engine Room” has been estimated by David Roman as being in “the tens of millions of dollars” - and spending began months ago as recruiting for started utilizing a Web site mtvengineroom.com.
The site received a tremendous response with over 2000 individuals residing in 122 countries submitting over 20,000 original pieces of artwork with the hopes of being able to participate in the contest.
The four individual teams of contestants have been divided based on the regions that they come from. Among the regions are Asia-Pacific, Europe, Latin America and North America. Throughout the competition the contestants will be visited by guests such as movie director Kevin Smith, musician Moby, and even the British pop singers the Ting Tings.
Subscribe to:
Post Comments (Atom)
No comments:
Post a Comment