YoVille, the popular Facebook virtual world, has partnered with MTV to help promote this weekend’s Video Music Awards. The campaign involves a number of integration points including custom MTV gear and items, a party at the virtual lounge “Sky Nightclub”, and an MTV VMA Room Contest. The promotion is one of the most integrated campaigns that we’ve seen on a Facebook virtual world and it’s a trend that we’d expect to continue.
I personally found the MTV VMA Room Contest to be one of the most entertaining promotions. Users are encouraged to design their room as stylishly as possible and if voted on by the community, will become the official after party destination. Winners will also get other prizes. Aside from the competition though, this form of integrated marketing campaign is a great way for the station to drive more viewers to the awards.
As the show is going on, YoVille players will be partying at the virtual club, talking about who knows what! There are also virtual gifts including a Moon Man Statuette, an “Oops I Did It Again Jumpsuit”, a television with a guitar smashed through it, and a recording booth. There are other themed virtual items for the winners of the MTV After-Show Party Room contest including a pair of shutter shades, and an “I’m a Slave 4 U python”.
While I doubt most readers of this site will be active in YoVille while watching the MTV Video Music Awards this Sunday, many marketers should be interested to see this level of branded integration.