The MTV Networks recent upfront presentation urged advertisers to make multiplatform buys - and it has just announced one such deal, writes MediaPost. Hewlett-Packard has signed on with MTVN as lead advertiser for a series, "Meet or Delete," to debut May 10. The idea is that college students decide whether to date people (or otherwise connect) after they get a look at their emails, music playlists, pictures, IM messages and recently visited websites.
The program and campaign will extend from MTV and mtvU networks and their websites to broadband channels MTV Overdrive and mtvU Uber to MTV wireless. It will have customized versions for local channels in Europe, Asia and Latin America.
HP's sponsorship will serve to anchor its global "The Computer is Personal Again" campaign, with the message that "the personal computer is not just a commodity, but a digital extension of each individual user."