Brands offered celebrity link-ups

Brand owners are being offered the chance to jump into bed at the Playboy Mansion or spend quality time with Pussycat Dolls star Nicole Scherzinger with the launch of a new marketing agency promising to connect brands, entertainment properties and audiences through competitions.
MCBX aims to tap into the online competition market – according to Forrester more than half of all Internet users enter competitions online a month – by offering clients a range of tailor-made services in competition-based marketing.
The founding team at MCBX consists of former MTV International VP Macky Drese, and TV producer Kate Amarnani who has worked on CD:UK and the iTunes Festival.
Backed by QXL.com founder Tim Jackson and Head London chief executive Ramsey Khoury, it has already signed up Universal Music, Polydor Records, Revolver Entertainment, Bauer Media, Trinity Mirror and F1 Rocks, with brand partners to be revealed soon.
The agency test launched six months ago. The first channel in the MCBX network that it trialled, Miss Win It!, has so far attracted 40,000 members and 100,000 monthly unique users. The channel hosts competitions to win prizes such as trips to the Playboy Mansion and spending the day rehearsing with Scherzinger.
MCBX also gives fans the chance to create films of themselves with their heroes and distribute them among their networks.
Drese said: “Over many years of working with brand partners, both on the media owner and agency side, it was clear that competitions were too often relegated to the forgotten tail-end of marketing campaigns.
“Understanding the ever-growing demand from brands and IP owners to build communities and reward those communities, suddenly there is an opportunity to put competitions at the heart of marketing campaigns and use them to generate their own content. MCBX has been designed to specifically address that demand and the response has already been extremely encouraging.”

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