mtv. an integrated media campaign for MTV's edgy Dirty Sanchez series took the format into new digital areas using interactive 3D characters, games and downloads.

Few media companies can claim to be closer to their audience than MTV who, having carved out a position as the world's biggest music entertainment broadcaster, have been proactive in exploring cross platform opportunities with their audiences.

The launch of Dirty Sanchez, a unique brand with a highly distinctive character and humour (not for the faint hearted), was an opportunity for MTV to create an integrated campaign to increase dialogue between fans and the programme over their channel of choice and promote the DVD.

We took the show's four protagonists Dainton, Joycey, Panchard and Pritchard and created iconic 3D versions of them. Characters and animations were embedded into a mixture of free (viral) and paid for branded applications and downloads that built community, spread information and sold merchandise.

Angel Gambino VP Commercial, Strategy & Digital Media, MTV Networks UK & Ireland commented:

"The collaboration with Yomego has been a voyage of discovery in terms of what can be achieved with new creative technologies. It has demonstrated that there are many ways in which a viewer can interact with a TV brand, other than simply turning on their TV set.

As a result, we now have a range of Dirty Sanchez style mobile and PC downloads including mCards, virtual pets and a desktop buddy that look great, entertain and build brand loyalty."

Web site

http://dirtysanchez.yomego.com

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