Vimto has become the first company to take over the MTV website in the latest installment of its £6.5m 'Seriously Mixed Up Fruit' campaign.
The Lowrider campaign has been created by Wilmslow agency Driven with MEC Manchester handling media planning and buying and Manchester studio Mi providing the visual effects.
From today until Thursday, visitors to mtv.co.uk will be greeted by the three Vimto fruit characters bouncing around in their lowrider as they do in the brand's latest TV ad.
As the song Bounce n Boom plays in the background the three fruits explode all over the screen to reveal a 50p off Vimto voucher.
Driven partner Graham Drury said: "Music is a key part of the new Vimto Campaign, so linking up with MTV.co.uk makes great sense.
"Beyond this, it’s a fantastic opportunity to show how well the brand’s “Seriously Mixed Up Fruit” idea can travel into completely new space.”
It is the latest part of a campaign that also includes radio and social media activity and which has seen the Bounce n Boom track top the independent singles breakers chart.
Emma Hunt, marketing manager at Vimto, said: “It is so important to us that the Lowrider campaign has been delivered across all platforms so we can really engage with teens.
"The MTV takeover has been an innovative way to develop the Lowrider idea and make it work in another space where we can reach our audience in a unique way.”
Vimto has retained public relations agency Fido PR to handle themed competitions on MTV sites as part of its scheduled programme of activity.