back at the beach

MTV is pied-pipering its legions of teen fans back to Cancún, Mexico, for MTV Spring Break 2001, with filming beginning March 14, and sponsors aren’t far behind the kids.

Advertisers already signed up include AT&T, 7Up, Clairol’s Herbal Essences, Monster.com, Motorola, Nike, Planters Peanuts, Polaroid and Slim Jim.

John Shey, svp, strategic programming for New York-based MTV, estimated the special will have 8-10 sponsors, similar to last year, which was filmed in Cancún and Las Vegas.

“Sponsors are very clear about wanting to reach a college audience, and they know that we’re the best way to do that,” he said.

MTV Spring Break 2001 will air March 23-25 and consists of a variety of programming, including a rock ‘n’ roll fashion program, Fashionably Loud, and a karaoke show called Say What? Karaoke, all filmed on location in Cancún.

Each advertiser will sponsor one show, as well as run commercials throughout the weekend. A number of sponsors, including AT&T and Herbal Essences, will offer sweepstakes awarding trips to Cancún to winners.