The deal aims to position The Strongbow rooms, a regular brand experience fixture on the UK festival circuit, at the heart of the summer festival season.
Over the last six years, The Strongbow Rooms has provided music to festival goers with top DJ's, games and chilled Strongbow available in the tent, with a sun deck and dancing area. This year the virtual will feature filmed reports from NME and MTV from all the UK's major festivals, plus games, galleries, features and festivals news.
Strongbow will also sponsor the entire festival news coverage on NME.com.
On air The Strongbow Rooms will be the only brand associated with MTV's festival output. Programming activity will run on MTV Dance, MTV2 and VH2. MTV Dance will focus on the dance festivals: Homelands, Global Gathering and Creamfields; whereas MTV2 will host a fantasy festival month which will invite artists and audiences to nominate their favourite festival line-up via camera and online.
VH2 will feature videos of the artists appearing at VH2 supported festivals and will contain footage from the Strongbow Rooms
The RSVP alliance was formed earlier this year between Capital Radio Group, Viacom Brand Solutions and IPC Ignite to offer cross media campaigns to advertisers.
Rachel McFadyen, IPC Ignite! business development manager, said: "This is a great example of how we are able to ream up to offer an advertiser more choice and a solution that delivers credibility, excitement and serious coverage of a music-mad audience."
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