Teaming up for a major marketing alliance

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Coca-Cola and music channel MTV base have entered into a major marketing alliance that will partner the two brands on air, on-the-ground and on pack.

Nairobi - The two companies have come up with MTV Coca-Cola VJ (video jockey) search and MTV Coca-Cola Xpress - an integrated 360-degree sponsorship campaign and TV show targeting young music lovers, the youth and young adult community in East Africa.

“With this campaign, we are underscoring our reputation for creating new and unique experiences for our consumers while cementing our brand's association with the cutting edge of music and youth. By partnering with MTV base on this project, we are paving the way for youth to express their passion for music and entertainment via this dream-come-true opportunity,” said Judy Kiruri, East Africa Marketing Manager, Coca-Cola East Africa.

The campaign will see the company build on its strong association with music in East Africa by becoming the exclusive sponsor of the two MTV promotions, an exciting combination of grassroots' talent search and TV music chart show that will run from July to December 2007.

Heavyweight promotion for the campaign commences on-air this month, before MTV base and Coca-Cola embark on a joint quest to find MTV's first ever TV presenters (VJs) from the region, via an extensive audition tour reaching three cities in Kenya, two in Tanzania and one in Uganda.

The finalists will go on to compete in a series of live TV ‘finals' where the new presenters for Kenya, Tanzania and Uganda will be chosen by a panel of celebrity judges, MTV base, Coca-Cola and members of the public voting via SMS. The three ultimate winners earn a bone fide contract to host MTV Coca-Cola Xpress.

The TV programming from the MTV Coca-Cola VJ Search will be aired on TV from August 2007 in MTV base programme ‘blocks'.

“MTV base has built a reputation in East Africa for creating imaginative, one-of-a-kind experiences and TV programmes which profoundly engage and connect with young adults. We're delighted to partner with Coca-Cola on this wonderful project, which will excite the imagination and ambition of young music fans, and create even more opportunities for them to interact with our two brands in innovative and rewarding ways,” said Alex Okosi, Vice President & General Manager, MTV Networks Africa.