In 2006, MTV launched MTV Tr3s – a channel positioned to today’s bicultural Latino youth, age 12-34. But how do you grab the attention of this demographic in an interesting, interactive, and compelling way and excite them about this new multi-platform channel? At Fusebox, we saw a marketing problem begging for an innovative solution. And so did our client.

Creating a promotional social network
The idea was to go where the audience goes. So, for the channel’s launch we developed Faces of MTV Tr3s – a sweepstakes-based social network where users were encouraged to invite friends to become a part of their community, or communidad. The largest community would be chosen to become ambassadors to MTV Tr3s, and have the opportunity to share their ideas with the network.

Achieving a two-way dialogue
Not only was it the first promotional social network for this particular demographic, it enabled MTV Tr3s to become a part of its audience’s culture by having a two-way dialogue with them – and to get a better idea of what they wanted from the network. The promotion is over, but the strategy for taking the community to the next step is already underway.