The paparazzo-style game, called Pop Pix, ties in with Vodafone live!'s sponsorship of the event. The object is to snap cartoon stars as they arrive at the awards using a Sharp GX10 camera phone.
Users can access the game, designed by web agency Skive Creative, through a microsite (www.mtvlivegame.com) and on Vodafone country sites via www.vodafone.com.
The game will be promoted this week in eight Vodafone territories in Europe, including the UK and Ireland, Germany, the Netherlands and Italy.
Emails containing links to the game will also be sent out.
The game features a cast of animated stars based on real pop acts attending the awards. These include chick singers, sexy divas, boy bands and ancient rock dinosaurs. Users receive more points for better pictures, but points are deducted if hangers-on are snapped.
At the end of the game, players can register their name to gain the opportunity to win two VIP tickets to the awards in Barcelona on November 14, plus travel, accommodation, transfer to the event and hospitality on the night. Players will also be encouraged to email the game on to friends.
Separately, Vodafone live! is launching a £25m above-the-line marketing drive this week.
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