The integrated campaign, called 'Mixing Up Your Summer', was brokered by Sky Media and OMD UK. It will allow McDonald’s to promote its McFlurry range to MTV’s 16- to 24-year-old core audience.
McFlurry will be the headline sponsor of the MTV Crashes event in Plymouth in July, featuring Tinie Tempah and Jess Glynne.
The deal also includes on-air sponsorship when the event is broadcast in August and September on MTV Music and MTV Live HD, alongside on-air competition spots, a co-branded website and a social media strategy.
The partnership will also run across a range of MTV’s music playlists and other MTV-owned live music events, to be announced at a later date.
McDonald's will promote the campaign in its restaurants.
Mark Swift, the senior vice president, UK commercial and international ad sales at Viacom International Media Networks, said: "This is an excellent example of two global brands creating an exciting partnership across on air, digital and experiential media, to give 16- to 24-year-olds experiences throughout the summer that they won’t forget.
"By working together, MTV and McDonald’s can deliver a campaign that taps into our shared expertise in engaging with youth audiences."
Steven Howells, the head of marketing at McDonald’s UK, said the campaign will, "deliver fresh, fun content that resonates with our customers and showcases McFlurry as the number one choice for that summer treat."
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