MTV uses clever technique to introduce teen-focused show to YouTube audience

Who is your client and what are its media goals?

Name: Allie Wester, manager of digital communications, Fanscape
Placement: Clevver TV, January 17, 2010
Pitch timeline: 10 days

Who is your client and what are its media goals?

Wester: We work with MTV on their digital initiatives. In this case, they turned to us to raise awareness among teenagers for their new show, My Life as Liz, which is based on the real-life experiences of a girl navigating her senior year of high school.

What made the YouTube program Clevver TV such an effective target for this campaign? How did you pitch the producers there?

Wester: Clevver TV is a popular YouTube show that covers the latest teen entertainment news and gossip. We hadn't worked with them before, but it quickly became a natural choice because not only does it have 85,000 subscribers and several Top 100 rankings on YouTube, but the segments tend to focus on entertainment properties, like Twilight and Gossip Girl, that are also aimed right at our target teen girl audience.

I pitched the Clevver TV producer via e-mail with the premise of the show, an offer to send screeners of the first two episodes, and the possibility of an interview.

In addition to the episodes themselves, what other information did you send along to help clinch the placement?

Wester: After the initial pitch, I sent additional talking points, cast biographies, photo stills, and a video clip from the first episode. I offered an in-person interview with Liz as well, but the content turned out to be enough to hook them.

What was the impact of the hit?

Wester: The piece turned out great and included a link to the program's page on MTV.com. To date, the video has received more than 37,000 views, 400 comments, and a 4.5 star rating. Compared to similar Clevver TV segments, My Life as Liz garnered almost two-and- a-half times the average number of views, so the client was pleased.

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