The deal, brokered by IPC Ignite! and Viacom Brand Solutions, will promote The Strongbow Rooms concept across various platforms during the festival season.
The Rooms are a concept that was developed six years ago and, while touring the UK festivals, they feature music programmes and serve Strongbow to festival-goers.
The partnership sees Strongbow sponsoring all nme.com's festival news coverage and also involves the creation of an interactive Strongbow Room on the NME website. This will feature filmed reports from the NME and MTV's coverage of the major festivals as well as games and festival news.
In addition, advertising and advertorials in the NME will provide information on what will be going on in the various Strongbow Rooms.
On air, the partnership will see The Strongbow Rooms as the only brand associated with MTV's festival output throughout 2004. Programming activity will run across MTV Dance, MTV2 and VH2 and includes Strongbow Rooms-sponsored shows as well as footage from the rooms.
Rachel McFadyen, the IPC Ignite! business development manager, said: "This is a great example of how we were able to team up to offer an advertiser more choice and a perfect solution that delivers credibility, excitement and serious coverage of a music-mad youth audience."
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