In addition to the TV show, slated to launch this year, the collaboration will spread investment across VOD, idents, social and linear.
Produced by Viacom’s Elephant House Studios, Re-Freshers Week Presented by Strongbow will feature a group of eight 25 to 30 year olds who are seeking to recapture the joys and freedom of being a Fresher at university. Living together in a student house, contestants on the 5 x 60-minutes competition series will compete in Freshers Week inspired tasks, brought to them by different guest judges.
Mark Swift, SVP UK commercial and international ad sales, Viacom International Media Networks, said: “Ad funded programmes are a brilliant way for brands to bring their brand personality to life. Strongbow came to us looking for a way to connect with audiences and we’ve (devised) a concept that will resonate with MTV viewers.”
As part of the partnership, Strongbow will be the headline sponsor of ‘Club MTV: Fresher’s Tour’, which takes place in September and October. The overall deal was developed by Strongbow’s media agency Starcom with Sky Media and Viacom, owners of MTV.