Game Trailers’ Promo Boasts Rock-Steady Beat

NEW YORK Viacom’s Spike Digital Entertainment has created a new contest for its Game Trailers site and signed on Stride Gum as the competition’s first sponsor.

The offering, “Virtual Rock Bank Contest,” challenges users to upload videos of themselves playing one of the five instruments used on MTV Rock Band, a popular multi-player game. Competition winners will get to perform in a custom Rock Band video.

Rebecca Keczkowski, vp, of digital integrated marketing at Spike Digital, said the contest is intended to reinforce the brand’s status as “a part of pop culture, music and gaming.”

Keczkowski said the effort is innovative because, “This is the first time that Game Trailers is hosting a user movie contest that is live action and incorporates a game of this nature.”

Stride Gum will have its brand integrated into the contest, though details have not been finalized.

This is the second gaming initiative that Stride has entered with Spike, following last year’s “E For All,” a public video game trade show. (Stride is also a longtime MTV advertiser.)

The contest will include Spike TV segments over several weeks during “Game Trailer’s TV,” which is also available on iTunes and Xbox Market Place. There will be extensive promotional efforts on spike.com and other interactive platforms. The contest kicks off on June 21 and wraps at month’s end.