Auditions are being accepted via the MTV 'SingStar Rocks!' website, and the best ones will visit the MTV studios to be filmed singing The Hives' 'Hate to Say I Told You So'. The footage will then be used to create an ad, which will feature on MTV and VH1 from April 8 to 18.
The campaign, which was created by the VBS sales team, aims to capture the spirit of the 'SingStar Rocks!' game, by challenging contestants to sing along to tracks by Kasabian, Nirvana and The Rolling Stones. VBS say singing talent is not essential, just a desire to "release your inner rock god".
Dam Salem, head of advertising and marketing partnerships at VBS, said: "This campaign perfectly demonstrates the many advantages of using our in-house bespoke advertising team.
"No one knows our target audience better than we do, and we like to encourage advertisers to use TV in a more innovative and creative way."
'SingStar Rocks!', which is released in the UK on April 14, is the latest title in PlayStation's 'SingStar' range, which so far includes 'SingStar 80s', 'Popworld' and 'Party'.
Clare Peters, Manning Gottlieb OMD's media planner, said: "We challenged VBS to come back with an idea that was something more than a straightforward sponsorship or promotion and that encapsulates the 'SingStar' experience.
The solution they came back with delivered on all fronts with the added bonus of offering a fun experience for the MTV viewers and 'SingStar' fans."
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