In recent weeks, the network has quietly deployed Daily Rage!-- sparingly plugging its URL on air in selected prime-time series, from Bam's Unholy Union to My Super Sweet 16.
Available at www.dailyrage.mtv.com, Rage is something of an online scavenger hunt, allowing players to search for hidden icons that can yield cash and merchandise prizes on Internet pages decked out to resemble specific series. For instance, a skin inspired by Sweet 16, a program about extravagant parties, features graphics of a stretch Hummer limousine and private jet that users can click on to explore the vehicles' interiors to search for gems that are worth points.
In addition, MTV will pitch Rage to marketers as a format for brand integration. The intent is to give both the network's own franchises--as well as advertisers--the opportunity to expand their level of engagement between viewer and brand across as many platforms as possible.
"Its not just about advertising on the show with a commercial or a banner ad online," said David Gale, executive vice president of new media and specialty film content at MTV, a unit of Viacom. "It allows us another place to experience brands for the audience and to keep them engaged for a pretty long period of time in this space."
MTV recently has been a spawning ground for content that doesn't fit into traditional molds, including the release of several virtual worlds that extend series online including "Virtual Laguna Beach."
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