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Kraft’s iD Gum last night became the first brand to use MTV’s Reverb technology during scripted programming, namely the season finale of Awkward. Previously, Pepsi and Verizon Wireless used the multi-screen technology, which enables marketers to simultaneously advertise across MTV, its website and a mobile app during MTV’s Video Music Awards. Before the iD push, Bonin Bough, vp of global media and consumer engagement at Kraft, explained the rationale for the MTV deal and why iD—a new teen-targeted brand that Droga5 launched this week with a TV ad and an online games—was a good fit.
Adweek: How did this MTV deal come about?
As we looked across the partnership landscape, clearly MTV is one of those partners that provide a unique view into the Millennial consumer.
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