Shakira's Oral Fixation Large Scale Crossmedia Campaign

In a bid to offer multi-platform support to new releases and to provide music fans with exclusive content, MTV is teaming with Sony BMG and Epic Records to launch MTV 5 Star.The project, which kicks off by supporting Latin singer Shakira's upcoming release Oral Fixation Vol. 2, is MTV's first-ever new music initiative that taps into its television, internet and mobile platforms in Asia Pacific, Europe, Latin America, and Russia.MTV 5 Star will see MTV International's channels air four exclusive 30-minute shows, offer fans a once-in-a-lifetime Shakira competition later this year, provide online users with full-length streams of songs from Oral Fixation one week prior to release and debut a series of exclusive 'mobisodes' over the next few months.The initiative will also include additional local marketing activities in which MTV, Sony, BMG and Epic will team with local print, radio and retail partners.Specifically, the initial 5 Star foray will be comprised of a two-hour programming block airing on MTV channels from the end of November.This block will include a 30-minute MTV Live performance show; All Eyes on Shakira, in which other artists ask her questions; Making of the Video, for her first English single Don't Bother; and Diary of Shakira, charting the performer's MTV appearances, including the MTV Music Awards in Portugal next week.On the interactive side, MTV will produce a series of mobisodes featuring interviews and performances related to the new album, which will be distributed via existing MTV mobile and on-demand partnerships. MTV will also create a dedicated Shakira WAP site enabling users to enter the competition, and access graphics and on-air promos. In addition, the site will include an exclusive, full-length stream of songs from Oral Fixation Vol. 2 as part of the First Listen series one week prior to the album's street date.

Jo Anne Kenny 27 Oct 2005 © C21 Media 2005

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