In a first for the sexual health category, MTV is teaming up with Trojan condoms for a multi-platform sponsorship of the Video Music Awards pre-show, which airs Thursday Sept. 6. at 7 p.m. ET/PT before the VMA telecast kicks off at 8 p.m. ET/PT. The promotion will support the launch of Trojan Charged, a new product that debuted this spring.
Much in the same way that the condom is said to provide an “enhanced” experience (the deep-ribbed condom comes equipped with an intensified lubricant), the VMAs’ pre-show coverage will feature an “enhanced” camera operated by LMFAO’s SkyBlu, featuring red-carpet interviews from his point of view. Additionally, Trojan is supporting the ceremony by sponsoring mtvU’s VMA Tour — featuring Mac Miller and Wiz Khalifa — as well as a fan sweepstakes and a Trojan Charged “Intensified Viewing Party” across the street from the Staples Center, this year’s venue.
The Trojan partnership is particularly noteworthy given the sensitivity surrounding condom advertising on television. Though not formally regulated by any government or industry related restrictions, condom ads have appeared sparingly during broadcast prime-time (NBC and the WB were the first to air condom ads in 2005), appearing instead during late-night and cable programming. Though broadcast networks have relaxed some long-standing policies for awards shows in recent years as ratings show declines, Mark Gromosaik, product manager for Trojan condoms, is not sure he could have the same kind of partnership with a network telecast.
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