New VW Beetle to Premiere With MTV World Stage

April 6, 2011 World Screen

WOLFSBURG/LONDON/NEW YORK: Volkswagen has entered into a partnership with Viacom International Media Networks to establish itself as the presenting partner of an exclusive MTV World Stage.

The MTV music initiative aims at bringing the latest in music talent in the U.S. and around the world to fans. Included in the Volkswagen partnership is the fully integrated marketing and events campaign that will support the unveiling of the 21st Century Beetle in Shanghai, New York and Berlin. It will be tied to an exclusive MTV Sound System in Shanghai, live World Stage concert in New York as well as a World Stage Party in Berlin on April 18.
 
The World Stage concert in New York, which will feature The Black Eyed Peas, will be the most widely distributed World Stage event to date, and will be streamed online on the World Stage Hub. Moments from the The Black Eyed Peas concert will also air on MTV channels globally from April 22.
 
Dave Sibley, the executive VP of Viacom Brand Solutions International, commented: "MTV continues to lead the way as a multiplatform music and entertainment destination for young people making us a natural choice for the re-launch of an iconic brand like the Beetle. The Beetle re-launch is a huge moment for the car industry and we’ll make sure it’s appropriately celebrated with world class music events and bespoke long form programming, engaging MTV fans across the globe on all platforms."
 
Luca de Meo, the director of marketing for the Volkswagen Group and for Volkswagen Brand Passenger Cars, continued: “The Beetle is an icon of the automotive world, just like MTV is an icon of the music world. In the context of this marketing alliance, we are taking the new Volkswagen directly to our customers and fans of the Volkswagen brand—and we are doing it globally. We are certain that the car’s one-of-a-kind styling combined with the latest technology will be very well received by customers.”

 

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