MTV
Networks Australia

Mission

  • Agent99 was commissioned to launch the new MTV channel ‘Overdrive’ and generate interest from prospective advertisers targeting the youth market.

Solution

  • Agent99 leveraged MTV Awards nominees and host announcement event to launch MTV Overdrive and generate interest from B2B and marketing media.

  • Concurrently, an extensive media relations campaign was initiated targeting a tailored business and marketing media list.

  • Through creative press kits that engaged media, along with exclusive interviews secured for the MTV management team, Agent99 informed youth marketers that a new avenue guaranteed to reach their market was available to them.

Results

  • Agent99 PR secured on-message media exposure for MTV in leading B2B and online media including; smh.com.au, ninemsn.com.au, theaustralian.com.au, news.com.au, theage.com.au, The Australian marketing section, B&T, Adnews, and a host of other targeted platforms.

  • Over 40 pieces of earned media coverage was achieved for MTV nationally.

  • Awareness and enquiries from brand and marketing teams increased markedly.

  • A portfolio of third party media endorsements for the product was delivered, which MTV sales staff could leverage at key meetings.
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