NEW YORK: MTV is launching a nationwide campaign to recruit its first ever TJ – “Twitter jockey.”
The "Follow Me: The Search for the First MTV TJ," campaign is being run in conjunction with ZYNC, the recently launched American Express credit card, and will follow 20 finalists as they compete in a series of Twitter-based challenges. The campaign is aiming to establish a two-way dialogue between MTV and its global audience.
The PR campaign, which is being run in-house, will focus on social media and will feature a dedicated site, www.zync.mtv.com, and Facebook page where aspiring TJs can nominate themselves, said Nathanial Brown, VP of corporate communications at MTV.
MTV has already selected 18 out of the 20 finalists for the competition and the remaining two will be nominated by the public over the coming weeks. From July 7, MTV will be using Edelman's TweetLevel to help evaluate the 20 candidates as they compete against each other.
Stephen Friedman, GM of MTV, noted in a statement that the new role is part of the company's strategy to give its audience a “global platform to express themselves.”
“MTV pioneered the idea that our audience has an important role to play in our programming and deserves a global platform," he said. "The newly created MTV TJ role and search with ZYNC from American Express is a natural next step and one that will help amplify the voice of our audience as part of the global conversation."
The campaign will culminate with a televised final on August 8 when the top five social media enthusiasts from the group will compete against each other in live Twitter challenges. The winning TJ, as decided by a public vote, will be rewarded with a $100,000 a year job in MTV's global headquarters in NYC.