MTV Networks and Subway have launched “Subway Fresh Buzz,” a campaign highlighting new multimedia talent from the US. The program is anchored by SubwayFreshrBuzz.MTVIggy.com, a site that features profiles, performances and exclusive content from 20 emerging artists, comedians and musicians. MTVN is distributing the effort across its network of websites and via social media platforms.
“MTVN’s partnership with Subway on the Fresh Buzz project is a great example of how media can be the message and execution can build equity,” said Kevin Arrix, EVP/Digital Ad Sales, MTVN. “Subway is enabling a new generation of artists to be exposed in the U.S. and we are thrilled to partner with them on this program. The artists and trends that we’re spotlighting are among the future of pop culture and shine a bright new light on Subway and MTV Networks.”
In addition to running on SubwayFreshBuzz, the performers will be featured and promoted on MTV.com, ComedyCentral.com and Spike.com. The Fresh Buzz site will feature integrated, real-time chat capabilities; customized graphics and packaging that reinforces the Subway branding; and Subway graphics that briefly open and close each video (the Subway branding will travel with the content wherever it is embedded). In addition to video content, the site will offer fans free CDs, limited edition merchandise from the artists and Subway gift cards.
The Fresh Buzz experience premieres with profiles of Keiji Ando, a sneaker painter; Jennifer Chung, an online singing sensation; Eric Rivera, a stand-up comic; Xylos, an indie rock band; Pow Wow!, a pop trio; and The Fine Brothers, an online comedy team. Two additional artists will be added each week throughout February, including:
•Musicians: Loomis & the Lust, Midnight Masses, Trevor Hall, Homeboy Sandman, Ari Shine, Zack Weber, Far East Movement
•Comedians: Desiree Burch, Rory Scovel, PoykPac, Sean Patton, Olde English Comedy
•Performers: Quest Crew
The campaign was created by MTV Networks Digital Advertising and MTV Iggy, an MTVN team dedicated to elevating emerging music and pop culture trends from around the world. MTVN Digital Advertising and MTV Iggy created more than 40 pieces of original creative for the campaign. Subway and MTVN were connected through digital agency Publicis Modem.