‘Search For A SingStar®’ Hits The High Notes

2 Sep 2008

mcm entertainment and MTV have joined forces to execute a multi-platform promotion to find Australia’s favourite SingStar® for client Sony Computer Entertainment. In celebration of SingStar, the karaoke-inspired gaming phenomenon exclusive to PlayStation®, the ‘Search for a SingStar’ promotion invites fans to upload a video of their most passionate singing performance. Entrants have the chance to win a $10,000 cash prize and star in an MTV special, bringing their living room dreams to the real stage.

Launching on PLAYSTATION®3 (PS3™) for the first time in 2007, SingStar Vol. 1 and more recently, SingStar Vol. 2 introduced new features to the SingStar experience, allowing for even greater customisation and interaction. This promotion emphasises the unique features of SingStar for PS3, such as users being able to film and share their performances with friends through a virtual SingStar community – My SingStar Online.

The collaboration between mcm and MTV spans radio, online and TV with seamless communication and campaign management. All media channels are carefully integrated through each stage of the campaign, taking advantage of the star talent from both organisations. MTV has driven the first phase of the promotion on subscription TV by running hilarious TVCs featuring SingStar performances from their very own VJs.

“Our viewers look to MTV for the hottest new artists and breaking trends. Working closely with mcm we have developed a unique opportunity for the audience to become the star in this integrated promotion for SingStar on PS3.

“The partnership between mcm and MTV delivers a powerful multi platform campaign, infused with the star power of the Hot Hits hosts and MTV VJs, to ensure this promotion hits the target for SingStar,” said Michael Johnstone, Vice President of Advertising Sales at MTV.

On radio, The Hot Hits hosts, Kyle Sandilands and Jackie O, have been enlisted to judge the top ten performances. Ten lucky finalists were flown to Sydney for the ultimate SingStar experience - a professional film shoot of their winning performance.

Then it was up to the people of Australia to choose their ultimate SingStar. The finalist with the most votes not only won $10,000, but will have their music video played on national subscription TV in a dedicated MTV special. The finalists’ performances and voting mechanic were housed online at thehothits.com, mtv.com.au and singstargame.com.

National Sales Director of mcm entertainment, Simon Joyce, said: “The partnership between mcm and MTV is a natural fit; the complimentary offerings from both companies ensure a smooth implementation process and a great result for the client. mcm’s integrated solutions quite literally immerse the client’s message into the entertainment content while the involvement of MTV adds a valuable layer to the communication.”

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For further information:
Louise Allan
mcm entertainment
T: 02 8333 8803
M: 0419 413 322
lallan@mcmentertainment.com