Guitar Hero Live partners with 2015 MTV EMA awards

Guitar Hero Live will be activating around the 2015 MTV EMA awards in Milan, as part of a new partnership with MTV's international parent company, Viacom International Media Networks.

Guitar Hero Live is activating at the 2015 MTV EMA's
Guitar Hero Live is activating at the 2015 MTV EMA's

Guitar Hero Live will have a dedicated area for talent backstage at the Mediolanum Forum in Milan, Italy, the location of the 2015 awards, in the lead up to the event.

They will have the opportunity to play the game, with video content captured and published across MTV’s social platforms, generating global excitement around the annual event.

The backstage activation will also be in operation on the night, forming part of the official 2015 MTV EMA Digital Backstage Show, which is to be hosted by Laura Whitmore. 

Those watching the awards at home will be able to view and interact with Guitar Hero Live battles via Periscope, irrespective of their location. 

Content form the Guitar Hero backstage area will be published across MTV EMA’s social platforms, along with key news items on the night. The content is expected to reach MTV’s more than 200 digital media properties around the world, meanwhile the awards will be aired on MTV’s global network of more than 60 channels.

Guitar Hero Live is also sponsoring the ‘Best Live’ award category, which shines the spotlight on the top live performances of the past year. 

The partnership will coincide with the game’s launch in Europe two days earlier, on 23 October.

Philip O’Ferrall, SVP, commercial innovation at VIMN said: "Guitar Hero Live is a pop culture phenomenon and a perfect partner for the MTV EMA and vice versa.

"Partnering across every available media platform we can create a must-see, must-participate experience for hundreds of millions of music fans and gamers around the world."

The partnership has been agreed between MTV’s international parent company, Viacom International Media Networks and publisher, Activision Publishing Inc., a wholly owned subsidiary of Activision Blizzard, Inc.

Guitar Hero live activated at Bestival last month, enabling festival-goers to test out the new game via The Amp installation, and a select few were invited to take part in a special rock star experience. 

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