AT&T Plays Games, Awards Access to The MTV Vault
US mobile carrier and internet service provider (ISP) AT&T joined forces with MTV Networks, which needs no description, in a partnership that lead to the launch of an interactive campaign entitled AT&T Music Vault. Each day, MTV brings 15 videos out of its archives and lets you watch them, but not for free; you have to work for it. That work consists of you correctly answering various trivia questions.
The interesting part of this trivia game is that you get access to videos that MTV Networks locked away for years (have not been made available online ever before). And since Google has decided that YouTube can no longer grant access to premium music videos (in the UK alone), it is a nice way to address your music needs and at the same time put your music knowledge to the test. The trivia game that you enter is comprised of a total of 18,000 questions ranging across a total of 5 music genres. You get to pick the music genre you want to answer questions about.
Here is another interesting piece of information. After you go through the music trivia game and gain access to the MTV Vault, you are not the only one who gets to see its contents – you can share the videos inside with your friends. This would come as an extra reward for your efforts, not to mention that you get bragging rights amongst your friends.
Vice President of Media Services with AT&T, Chris Schembri commented: “We worked with MTVN's Digital Fusion team to create a new experience for consumers, one in which the game is the advertisement. Consumers benefit from the advertisement perhaps more than we do. It's a two way street in terms of digital advertising. It gives us the opportunity to leverage the strength of MTV and what they do best--music--and convert that to a value for our customer. We're unlocking content that might not be otherwise available to them. It gives them an opportunity to engage with our brand in a way that's more than clicking on a banner ad.”
If you would like to check out The MTV Vault unlocked by AT&T, please click here.
The interesting part of this trivia game is that you get access to videos that MTV Networks locked away for years (have not been made available online ever before). And since Google has decided that YouTube can no longer grant access to premium music videos (in the UK alone), it is a nice way to address your music needs and at the same time put your music knowledge to the test. The trivia game that you enter is comprised of a total of 18,000 questions ranging across a total of 5 music genres. You get to pick the music genre you want to answer questions about.
Here is another interesting piece of information. After you go through the music trivia game and gain access to the MTV Vault, you are not the only one who gets to see its contents – you can share the videos inside with your friends. This would come as an extra reward for your efforts, not to mention that you get bragging rights amongst your friends.
Vice President of Media Services with AT&T, Chris Schembri commented: “We worked with MTVN's Digital Fusion team to create a new experience for consumers, one in which the game is the advertisement. Consumers benefit from the advertisement perhaps more than we do. It's a two way street in terms of digital advertising. It gives us the opportunity to leverage the strength of MTV and what they do best--music--and convert that to a value for our customer. We're unlocking content that might not be otherwise available to them. It gives them an opportunity to engage with our brand in a way that's more than clicking on a banner ad.”
If you would like to check out The MTV Vault unlocked by AT&T, please click here.
