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Digital engagement agency Kerb has been commissioned by MTV UK to support the launch of its new show “Totally Calum Best - The Best is Yet to Come”, with the development of an online game that will drive traffic to the MTV UK website.
The MTV UK show, which is broadcast on MTV ONE on Sundays at 10pm, features playboy lothario Calum Best who has to resist the charms of a string of gorgeous women, in a bid to avoid any sexual contact for 49 days and 50 nights.
Players of the Kerb-developed game are put in Calum’s shoes as they attempt to play a simple cognitive, reactions-based Flash game while being distracted by real footage of an attractive girl trying to seduce. If users manage to complete the game level and avoid distraction, they will find that each scene gets progressively more racy.
Kerb managed the entire campaign from concept to film shoot and interactive delivery in just two weeks.
Dan Patton, Director of Content, MTV UK, comments: “Kerb has a reputation for coming up with fun ideas and this game is already pushing viewers to the ‘Totally Calum Best’ section of the MTV UK site. The show offers our viewers some light-hearted, ‘naughty but nice’ entertainment, and we wanted our online marketing push to reflect this. Kerb has done a really good job, and we are confident that the game will be popular with our audience.”
Jim McNiven, Managing Director of Kerb, comments: “This was an interesting project to work on as we were able to combine an online game with high-quality video footage. We managed to capture the racy spirit of the programme, while keeping the game concept simple. More importantly, it’s fulfilling MTV UK’s brief to drive traffic, so we’re really pleased with it.”
About Kerb
Kerb is a digital engagement agency connecting digital advertising with entertainment and brand experience, with offices in the UK and Japan.
The award-winning agency is redefining traditional online advertising through promoting exciting content that audiences want to engage with and share.
It combines design and technical expertise with strategic consultancy to deliver highly engaging online advertising campaigns for leading brands including Sony PlayStation 3, Disney, Pepsi, BBC, EA Games, Nokia, Vodafone, Orange, Sky, Channel 4, Five, Lego and Easy Group.
About MTV Networks UK & Ireland
MTV Networks is the largest television network in the world and a leading creator of programming and content across all media platforms, with 112 channels and 94 websites reaching more than 440 million households in 167 countries worldwide.
MTV Networks UK & Ireland operates 3 channel groups – Comedy, Kids and Music. Our 10 branded music channels comprise of MTV One, MTV One+1, MTV Two, MTV Base, MTV Dance, MTV Hits, MTV®, VH1, VH1 Classic and TMF. They feature the best in music alongside popular shows such as Pimp My Ride, My Super Sweet 16, The Hills, Punk'd and Cribs. MTV Network's music channels are available on Sky, Virgin Media and Freeview.
Paramount and Nickelodeon in the UK are part of the MTV Networks International portfolio of channels through joint ventures with BSKYB.
In addition, MTV Networks is a pioneer in the world of digital media, winning awards for its interactive and online services, as well as being the first media company to offer made-for-mobile 3G video content.
MTV Networks is a unit of Viacom.
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