MTV Launches 'Declare Yourself with HP' Campaign to Give Youth a Voice

MTV Launches 'Declare Yourself with HP' Campaign to Give Youth a Voice

Campaign Empowers Youth to Make Declarations across all MTV Platforms

NEW YORK, Aug. 11 /PRNewswire/ -- MTV launched today the "Declare Yourself with HP" campaign - an innovative, multi-platform advertising initiative challenging youth to publicly share something they feel strongly about. The 360 MTV Program, which includes digital, on-air, mobile, and on-the-ground elements, uses technology to encourage youth to "declare" statements about themselves on a special HP-branded micro-site for their peers to see.

MTV has created an online forum with HP at www.HPdeclare.mtv.com where youth can state their goals and ambitions and feed off of each other's positive messages to help shape their declarations. MTV's vast reach will extend the "Declare Yourself with HP" campaign far beyond advertising and into the lives of its participants. Youth will engage first with the website by making a declaration, then with their peers by reading and sharing their statements, and finally they can become part of a larger social movement urging their peers to take a stand and make a statement.

The "Declare Yourself" campaign started with MTV filming students making positive statements and encouraging them to make their declarations online. These initial declarations became part of a larger social movement, as youth participation coupled with MTV's internal research solidified the notion that youth want to be heard, they want to have a voice, and they want to hear what others are saying.

Other core "Declare Yourself with HP" elements include a text-to-air conversation where MTV will engage viewers and enable them to announce their declarations over custom HP summer vignettes created by MTV during the station's "Summer Sunblock" programming. This programming features regular on-air throws to the hub, an HP notebook PC giveaway for a lucky in-studio fan during MTV's daily "It's On with Alexa Chung" show, and an on-air texting experience for "Summer Sunblock"; as well as on-the-ground engagement with concert-goers with a text screen declaration sweepstakes and custom HP activation.

MTV Networks Digital has insight into the youth demographic (their main consumers) through MTVN Digital's MyVoice, a panel of 15,000 that allows them to tap into the MTV audience by hosting online discussions and detailed surveys. Access to this panel confirmed the "Declare Yourself with HP" campaign would resonate with the target demographic, as "over 88% feel it's important they make their voices heard to their friends and the world," according to a recent MyVoice survey.

HP and Digital Fusion have collaborated to build several marketing elements including a homepage takeover of MTV.com with interactive declaration-entry capability, standard in-banner text media, "polite" banners that immediately populate the banner with one's declaration, and of course the Declare Yourself hub where all the declarations will live and multiply in real time.

About MTV:

MTV is the dynamic, vibrant experiment at the intersection of music, creativity and youth culture. For over 27 years, MTV has evolved, challenged the norm, and detonated boundaries -- giving each new generation a creative outlet and voice that entertains, informs and unites on every platform and screen. On-air, MTV is the number one rated full-day ad-supported cable network for P12-24. Online, MTV.com grew a healthy +9% from 1Q09, averaging 23.6M unique visitors for the second quarter of 2009. The site continues to grow video content streams, up significantly from 1Q09 by +15%, generating a whopping 262.2M streams in Q209, a +7% increase from the same time period last year. And MTV's successful sibling networks MTV2, mtvU and MTV Tr3s each deliver unprecedented customized content, super-serving music fans, college students and young American Latinos like no one else. MTV is part of MTV Networks, a unit of Viacom (NYSE:VIA) (NYSE:VIA.B) , one of the world's leading creators of programming and content across all media platforms. Wanna know more? Come on in. . . www.mtvpress.com.

First Call Analyst:
FCMN Contact:

Source: MTV Networks

CONTACT: Anna Richardson, +1-212-691-2800, richardson@sunshinesachs.com

Web Site: http://www.hpdeclare.mtv.com/

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Profile: International Entertainment