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How important are special events to the overall marketing strategy of MTV Networks?

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How important are special events to the overall marketing strategy of MTV Networks?

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10

Leventman: They’re very important. They’re an integral part of our overall strategy, and our events are so much about experiencing our brands firsthand…Whether it’s a licensing event, or a programming event for new shows, or a film release, or even our pro-social initiatives, or events that are sales-oriented–we try to create an experience where you get who we are, live. Whether it’s the vibe, or the creative experience, or something musical–even if it’s children seeing our Nickelodeon costumed characters face-to-face, it’s about that unique exchange of being there personally. How do you translate the brand into an experience? We create environments–that’s a very important part of what we do. And what we do [on television], we take and mirror that as a live experience so that you are actually walking through [a physical embodiment of that]. Our events are never a passive experience. We want you to be there surrounded by our creative energy. Is that the difference between a no-fril

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