Viacom’s MTVi Group will be rolling out a special online promotion for Johnson & Johnson,
aiming to market the consumer packaged goods giant’s health and beauty products to girls.
The deal, of which financial terms were not announced, will see the New York-based online media company rolling out teen-focused MTVGirl.com.
Amid content on pop culture, music and entertainment, the site will also provide health and beauty information sponsored by Johnson & Johnson consumer brands. As a result, content areas will feature Neutrogena, StayFree, Clean & Clear, o.b. and Acuvue products.
For example, the site offers a personal “e-valuation” from Neutrogena, and health information sponsored by StayFree. The brands also receive signage at the bottom of each MTVGirl.com page, and in banner ads throughout the site.
The goal is to link MTVGirl.com’s image and content — which spokespeople say has been designed to make teenaged girls feel empowered — with Johnson & Johnson’s products, suggesting to teens that brands like Clean & Clear, Acuvue and so on are chosen by hip, mature women.
“We’re very excited for teenage girls to have their own site, MTVGirl.com,” said Andrea Alstrup, corporate vice president for advertising at Johnson & Johnson. “This is a truly unique site and it’s just for them.”
Meanwhile, MTVGirl.com will receive billing in Johnson & Johnson’s future print, TV, online and outdoor advertising, and is launching its own promotions — including contests and promotions on other MTV sites — to boost its traffic.
The effort comes as the MTVi Web properties are undertaking changes that aim to make them more attractive to advertisers — including implementing larger, Interactive Advertising Bureau-style ad units. Earlier Tuesday, the MTV.com site relaunched with those changes in place.
