MTV, Woodies, AS&P Rocky, Snapchat, Reese’s, and Rebecca Black – even Stefon would have a hard time finding a way to put those names together.
But next week, at South by Southwest, MTV will be hosting the 12th edition of the Woodies – a show that features up and coming artists, which this year includes the increasingly popular BORNS and CHVRCHES, among others. The show, which this year will be called “MTV Woodies/10 for 16“ and is moving away from a traditional award show format, will air live from Austin on March 16 at 9pm and will be hosted by AS&P Rocky.
Hershey’s has been a multi-year sponsor of the Woodies, and this year MTV will be giving the Hershey’s brand Reese’s the opportunity to take over its Snapchat Discover Channel. It is the first time that MTV is giving a brand the opportunity to do this for a tentpole and it is a great example of how linear TV networks can leverage the reach of their social properties for advertisers.
The Snapchat takeover is just one of the ways Reese’s will be involved in the Woodies. Other initiatives include a fan-curated playlist, on-the-ground activations at the event, and collaboration with talent like Rebecca Black, who will tap into her large social following to join the conversation about Reese’s and the Woodies.
Reese’s is also getting involved in the discovery process, launching the social #WoodiesCosign campaign to call on fans to share their favorite new artists. A #WoodiesCosign-inspired playlist will then live on reeses.mtv.com
In addition the live broadcast on MTV (yes, there will be music on MTV!), the show will also air live on the newly launched network MTV Live and on woodies.mtv.com