Adweek: MTV Brings Back House of Style as Multiplatform Native Ad

Integrates two of its iconic shows with Unilever brands

By Michelle Castillo

August 8, 2014, 10:34 AM EST


Fans of MTV's House of Style can catch up on the latest fashion trends thanks to aUnilever-sponsored relaunch of the series online and on-air.

"We're looking at it as a way to marry franchises with partners, taking advantage of the editorial clout that House of Style has and the timelessness that House of Style has," Rachel Baumgarten, svp of integrated marketing for Viacom Velocity Music Group, explained.

The eight-episode Web series, which is hosted by rapper Iggy Azalea and special correspondent singer Rita Ora this season, kicked off on Thursday on The classic show will also have a presence in this year's Video Music Awards through special House of Style commentary segments mixed in throughout the Aug. 24 broadcast. A 30-minute TV special on the best looks from the VMAs will follow on Aug. 26. Azalea and Ora will also be performing at this year's music awards.

Interspersed throughout this season will be product integrations for Unilever's Caress, Degree Women and TRESemmé brands. For example, the second episode focuses on Azalea's new music video, which involves dancing and martial arts choreography. It's also an opportune time to blend in Degree's sweat-preventing properties. In addition, TRESemmé will be featured in segments that show how to recreate fashion-forward hairstyles. Hashtags encouraging fans to #AmpUpYourStyle will also appear on every episode of the Web series.

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"We’re excited to take Unilever’s partnership with the VMAs to the next level.  Few cultural events offer the opportunity for multiple brands’ messages to resonate on-air, on-line and socially.  The Live Commercials might have the most visibility and working with MTV, we’ve found ways to extend the partnership with customized content outside the two hour telecast.  Between the House of Style Webisodes running throughout August and the wrap-up show two days after the awards, this will not be one-night only affair."

- Matt Denerstein, Managing Director, Investments, Mindshare NA.

Posted on August 11, 2014 .