MTV was undertaking an ambitious re-launch of MTV.COM that featured extensive community-based tools. Before launch, MTV wanted to create a buzz about the new community aspects of the site as well as clarify them once the site launched. Olive was asked to create two distinct phases of online advertising that would achieve this.
Combining the new features of the site with the irreverent style of MTV, we developed campaigns that ranged from tongue-in-cheek to poignant. One campaign titled “.common ground” highlighted member profiles by pairing such unlikely odd couples as Marilyn Manson and a priest united by their common interest of religion.
Olive created 6 distinct campaigns in total that created awareness of the community features and successfully converted users into site members. The campaign has already received attention in Communication Arts magazine.
