Covered in Ad Age, January 1, 2006.
In an effort to bring MTV2 out of MTV's shadow and establish its own distinctive voice, the network remade itself into a frontline destination for cutting-edge trendsetters with a taste for funny, extreme and unexpected entertainment — a transformation symbolized by a bizarre new logo featuring a two-headed dog. And to spread the word about this head-to-toe rebranding, MTV2 turned to Night Agency to come up with a web-based teaser campaign.
The result? MTV2 placed posters with nothing but the logo and a URL which led viewers to a Night Agency-created website filled with online games, offbeat art and nearly 30 viral videos that all conformed to the network's newfound unconformity.
"The media did the job of creating interest enough to drive millions to the website in search of more information," says Night Agency creative director Scott Cohn. "While the website never revealed the company behind the curtain, it managed to hold people's attention for a month-long teaser phase through a mix of games, art and videos. Updated daily with new user-generated art and video submissions as well as intriguing viral videos, the site became a daily stop for most who stopped by, and was syndicated and discussed on hundreds of sites around the globe."
