NEW YORK: Truth, the national youth tobacco-prevention campaign, has teamed up with Fuse, a viewer-driven music network, to produce a six-part documentary series covering the Vans Warped Tour 2006 called Warped: Inside & Out.
"Truth does not scream integration," said Bill Rosolie, SVP of ad sales for Fuse. "They are very cognizant of how important their branding message is. They try to keep it real. They really want the branding to become part of the program. I think that is what we accomplish."
It is the first time Fuse has partnered with an outside brand on fully-integrated branded entertainment.
The series, which started airing every Wednesday beginning on July 19, takes a closer look at the happenings of the Warped tour; visiting with the bands backstage, interviewing the concert-goers, and taking an in-depth look at the Truth crew. Fuse has been covering the tour for three years now.
This is Truth's sixth year with the Warped tour, exhibiting the Truth crew in their orange van, which "dispels the myths of Big Tobacco" to kids around the country. According to Joseph Martyak, EVP of marketing communications and public policy for the American Legacy Foundation, the crew will expose its message to more than 800,000 teens and young adults throughout the 45 tour stops.
"This is a great way to seamlessly integrate Truth's life-saving messaging into various media channels that are part of our target teens' lives," said Martyak.
Both brands are promoting the documentary series through media outreach to consumer and trade publications. Truth works with marketing firm, The ad*itive. Truth advertisements will be running throughout the airing of the series.
Warped: Inside & Out has content accessible on-air, on FuseMobile, on Fuse On Demand, and at the Web site fuse.tv.
"We are trying to bring the Truth experience to life in a multi-platform environment," said Rosolie.