Consumers are seeking engaging entertainment experiences and integrated marketing team connects brands to those experiences in an authentic way. Brands see tremendous value integrating content across our platforms (TV, online, mobile, social media, and on-the-ground) to reach key audiences. We look to create branded content that is contextually relevant adding editorial authority to the brand’s positioning, allowing it to stand out amongst the competition. Our marketers seek to build sponsors into the social conversation without excessive over promotion and brand mentions in order to fully engage fans across our platforms.

The film industry also looks for our expertise in teasing upcoming movie releases through branded opportunities that offer reach across our viewership while adhering to relevant copyright laws and talent contracts for executions.

As branded entertainment becomes more prevalent and in demand in the U.S., sponsors are requesting ownership of the content created to use on their owned and operated platforms. It allows sponsors to utilize its content as long as it remains in video player.

MTV developed a short-form branded entertainment series, The Real World: This is the End Edition, in support of the film release of This Is The End. MTV aired the series in 4-parts during the Real World: Portland finale and reunion on Wednesday, June 12, 2013 and directed our audience to an extended, uncensored video that lived on MTV.com. The on-air and online creative were reflective of the film’s comedic tone and supported by extensive social promotion across Sony Pictures Entertainment, MTV's Facebook, Twitter, Google+ and Tumblr. MTV and Sony released a joint press release and secured major media press coverage.

This creative collaboration resonated with MTV’s millennial audience and helped propel the film as a top grosser at the box office on opening weekend, grossing approximately $8 million on opening day. The film continued to gross more than $100 million in ticket sales worldwide.

The episodes generated more than 124 million impressions and garnered national press attention. The campaign received over 58.8 million press impressions with features in media outlets like Rolling Stone, Entertainment Weekly and Perez Hilton. Perez Hilton’s blog dubbed the Real World parody “the coolest/weirdest marketing ploy ever”

On-Air spots had a reach of 43.6MM (HH), 34.9M (P12-34) and the digital exposure was impressive

•YouTube views: 230,932 (with an age gate restriction)

•Facebook - MTV Main Page: 45.9MM

•Facebook - Real World Page: 717,372 with the video receiving over 2,756 likes on the This is the End’s Facebook page

•Twitter - MTV Main: 8.75MM

•Twitter - MTV News: 2.03MM

•Twitter - MTV Remote Control: 34,589

•Tumblr: 146K – generating over 2,000 likes and reblogs.

Radio – Featured on the popular morning show, Kevin and Bean on the LA-based KROQ radio station

•On-air: 700,000

•Streaming: 120,000

•UMV: 176,000