MTV and VH1 will air - via their broadband and mobile platforms - content from a "flashmob" concert with platinum-selling LaFace/Zomba artist Pink, including footage and music from her latest album, "I'm Not Dead." The exclusive concert was the result of a contest launched last fall with Honda and advertising agency RPA, to promote the launch of the 2006 Honda Civic. Beginning April 13, footage from the concert will be available on VH1 and MTV broadband channels VSPOT and Overdrive.
MTV and VH1 worked with Honda to develop the 12-week "Honda Civic Under The Hood" campaign featuring music-based interstitials that drove viewers to various media platforms to enter their zip codes, giving the region with the most entries a "flashmob" concert by a national music artist.
On April 5, contest entrants received text messages and emails about the Pink "flashmob" concert in New York that evening. The first 200 to respond won access to the event at Crobar.
