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Branded Content

ON: Spring Break, Ice Breakers Sours and MTV

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By Joanna Peña-Bickley
 · 
March 15, 2007
 · 
2 min read

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The sand of the Mexican Riviera (Cancun) beneath my feet, the sunlight bouncing off my D&G shades, Fall Out Boy playing in the background, but I am the only one on the beach.  Here I thought I was going to be amidst America’s youth taking a break from the books.  Nope!  They are all standing in line waiting to get their 15 MB of fame.  Ice Breakers is holding an open casting call in the MTVu
Pavilion at the Oasis Hotel. 

I do have to admit that this is a bit of shameless self-promotion on a portfolio-building case study I am working on.

We started with the Ice Breakers Sours and joined them with MTV & the Cancun Spring Break Broadcast from Cancun, Mexico. Then we sprinkled in brand partnerships with iFilm, PureDigital and MTV.com to give this promotion some lift. 

Here is the promotion skinny:

  • We held an open casting call for a male and female to appear in the next sours commercial.
  • After the hundreds of Spring Breakers got their chance to read for the Director we began to narrow the pool of candidates.
  • Our fabulous four joined us on the beach to compete in branded challenges and fun activities that will air exclusively on watchandwhoa.com and iFilm.
  • The real fun begins with your vote.  We open a digital democracy @ watchandwhoa.com in order to enlist you to participate by helping us choose which “couple” will appear in a our “Beach” spot that is being shot later in the week in Cancun.

Be sure to give you’re MySpace page the chill of our Cancun-Spring Break MySpace skin.

(Do not forget to come back after the vote to see the folks who did not make the cut, Whoa! moments brought to us on PureDigital Cameras; and don’t miss the launch the Podcast “The Making of Whoa”)

Vote for a Whoa! @ watchandwhoa.com

http://www.ifilm.com/efp

Tagged: Anna and Calvin · branded content · Cancun · Cancun Mexico · Cancun-Spring Break · Christina and Nick · Ice Breakers · Ice Breakers Sours · Ice Breakers Spring Break · Josh and Krista · Mexico · MTV · mtv.com · myspace · Pure Digital point and shoot cameras · PureDigital · spontaneous whoa · Spring Break · The Making of Whoa · Tina and Ryan · Vote for a Whoa! · Watch and Whoa · Whoa Ice Breakers · Whoa on iFilm
Comments
fwebwatch
March 24, 2007 at 2:03 am
Nice design. Keep up the good work!
Reply
promarketer
March 24, 2007 at 1:32 am
after i went to site and i went out and bought my first Ice Breakers. They are so addicting- just enough sweet and sour. great site and fun videos. love the free form navigation.
Reply
chuck
March 22, 2007 at 4:06 pm
I the team you worked with wasn’t bad, either. Ugly bunch, but hard working : )
Reply
fwebwatch
March 24, 2007 at 2:03 am
Nice design. Keep up the good work!
Reply
chuck
March 22, 2007 at 4:06 pm
I the team you worked with wasn’t bad, either. Ugly bunch, but hard working : )
Reply
promarketer
March 24, 2007 at 1:32 am
after i went to site and i went out and bought my first Ice Breakers. They are so addicting- just enough sweet and sour. great site and fun videos. love the free form navigation.
Reply
count
March 16, 2007 at 7:42 pm
Great Blog, Sounds like you live a rough life!!! Spring Break………..
Reply
chuck
March 22, 2007 at 4:06 pm
I the team you worked with wasn’t bad, either. Ugly bunch, but hard working : )
Reply
chuck
March 22, 2007 at 4:06 pm
I the team you worked with wasn’t bad, either. Ugly bunch, but hard working : )
Reply
count
March 16, 2007 at 7:42 pm
Great Blog, Sounds like you live a rough life!!! Spring Break………..
Reply

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