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Tic tacs ‘shake it up’ as 2012 MTV EMA UK sponsor

Confectionary brand tic tac has been confirmed as a UK-specific sponsor of the 2012 MTV European Music Awards (EMA), which are being held in Frankfurt on November 11.

The partnership, brokered by MEC Access with Sky Media, will include through-the-line activity, and include on-air VIP ticket giveaways across Viacom International Media Networks UK & Ireland’s portfolio of channels - MTV UK, VH1, Viva and Comedy Central.

Campaign elements include online and mobile initiatives, including homepage takeovers, pre-roll video, display ads and banners, as well as a campaign to drive consumers to Facebook.

The campaign, which kicks off on August 1, will also see the integration of the MTV EMA logo into tic tac packaging.

“Tic tac – with its ‘shake it up’ strapline – has a clear natural alignment with the MTV EMA and we are excited to be supporting this event with a strong and integrated support plan, which includes TV promotional adverting on the MTV network in the UK, plus digital, outdoor and in-store activity,” says Ferrero UK marketing director Mauro De Felip. “We hope that this will remind consumers of the tic tac and its great tasting flavours.”

In March, Replay and Renaissance Hotels were among the first advertisers to sign up as pan-European sponsors of the 2012 MTV EMA.

Now in its 19^th year, the MTV EMA is broadcast to 640 million homes across the globe.

Jenni Baker, London