OVERVIEW


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OVERVIEW


MTV is considering a new take on their historic Spring Break, as well as producing new events like Summer Camp.

The SnowGlobe team has proactively put together some concepts that we believe would shape these into must-attend events for Millennials & Gen-Z.

*These concepts were derived without complete knowledge of MTV’s budget, initiatives, targeted demographics, locations, etc.

SPRING BREAK


SPRING BREAK


MTV Spring Break’s Past:

MTV Spring Break is the perfect symbol of the late ‘90s and early 2000s

Nostalgia, particularly centralized around the 'idealized 90's', remains a highly impactful motivator in today's marketing and consumption -- making MTV's Spring Break the perfect candidate for a successful re-invention. Maintaining the core of what made it so memorable (live performances from top artists, interview segments, on-screen personalities commingling with fans, the novelty of seeing celebrities in an unorthodox environment etc.) is essential, with updates to programming, presentation, and representation to ensure it feels at home in today's cultural dialogue.

MTV Spring Break’s Future:

Cute, lush, exotic, interactive, inclusive, decorated, good-vibes, conscious, etc.

MTV Spring Break can be as engaging for people on-the-ground as it is for viewers. By designing aesthetically pleasing production and programming inclusive activities we allow attendees to participate in various experiences throughout the day, which opens up user-generated-content and sponsorship opportunities.

Suggested Talent:

rae sremmurd - Vince Staples - FLUME - Odesza - KHALID - Loud Luxury - Whethan - The Chainsmokers - Playboi Carti - Marshmello - Sofi Tukker - Diplo - MØ - Oh Wonder - Broods - Lany - YBN Nahmir - 88Rising - Bazzi - Zedd - G-Eazy - Louis the Child - Alison Wonderland - JUICE WLRD - Quinn XCII - Lil Dicky - Halsey - Dua Lipa - Sheck Wes - Quavo  - Madison Beer - kali uchis - tyler, the creator - tory lanez - SZA - kehlani - post malone - rl grime - brockhampton - bille eilish - ty dolla $ign

+ suggesting that we add some buzzing latin acts such as:

Bad bunny, becky g, lele pons, maluma, karol g, ozuna, nicky jam, arcangel, etc.

Suggested Activities:

oversized yard games (jenga, cornhole, beer pong, etc)

Obstacle courses - jacuzzis & pools - group contests - slip & slides - mazes - volleyball

Suggested Locations:

mexico: Cancun, cabo san lucas, sayulita, tulum

United States: Palm springs, hamptons, miami, san diego, catalina island, hawaii

Suggested Date Range:

march 18-24, 2019

SUMMER CAMP


SUMMER CAMP


MTV Summer Camp:

A multi-day event jammed full of activities that creates the atmosphere of an inclusive and engaging environment for all attendees, with live performances and a party each night.

Suggested Activities:

DIY crafts: screen printing / tie dye, lanyards/beads, painting, hair braiding - Potato sack races - Yoga - Archery - Face/body painting - Tug of war - Dodgeball - BOATING - FISHING - Campfire - Skateboarding - Bocci ball - volleyball - Board games -Food eating contests - Swimming - Floatie race - Silent disco - 3 legged race - Hiking - Petting zoo - Kickball - Ultimate frisbee - Simon says - Bingo - Talent show - Scavenger hunt - Magician - Outdoor movies - Hula hooping - Star gazing - Water balloon toss - Cornhole

Suggested Locations:

California: Lake Tahoe, yosemite, soquel, big bear, idyllwild

New York: hamilton county, lake paradox

Colorado: aspen, winter park, boulder

new hampshire: hebron

maine: waterford, poland

Wisconsin: woodruff

wyoming: dubois

Suggested Date Range:

AUGUST 2019

Summer Camp for Millennials and Gen-Z:

Suggested Artist-Hosted Activities:

Marshmello campfire stories - Steve Aoki morning run - Snoop dogg cooking class - pauly d nutrition guide - diplo & mØ dance tutorial - skrillex skatepark - lil yachty boat race - A$AP rocky screen print session - Dj khaled parenting class - G-eazy whiskey education - Post malone tatoo parlor

Suggested Talent:

Odesza - KHALID - run the jewels - mgmt - phoenix - alt-j - portugal, the man - kygo - chromeo - snakehips - kaytranada - anderson paak - twenty one pilots - sofi tukker - phantogram - FLUME - THE CHAINSMOKERS - MARSHMELLO - DIPLO - MØ - OH WONDER - BROODS - LANY - ZEDD - G-EAZY - LOUIS THE CHILD - ALISON WONDERLAND - LIL DICKY - HALSEY - DUA LIPA - SZA - POST MALONE - RL GRIME - her - daniel caesar - mark ronson

Nostalgic Summer Camp for Millennials:

Going in a different direction, we think it would also work to target 28-40 year olds with a full-on nostalgic angle and an increased hospitality “glamping” option.

Suggested Talent:

blink 182 - snoop dogg - no doubt - pharrell - jamiroqui - fatboy slim - shaggy - weezer - ashanti & ja rule - outkast - kings of leon - the killers - panic! at the disco - missy elliot - third eye blind - sum 41 - usher - ne-yo - akon

QUESTIONS


QUESTIONS


To have a clear understanding of what MTV wants to achieve, these are our questions:

  1. What is the targeted demo for Spring Break and where are they coming from?

  2. What is the Spring Break production budget and talent budget?

  3. What is the targeted demo for Summer Camp and where are they coming from?

  4. What is the Summer Camp production budget and talent budget?

  5. Where does MTV ideally see Summer Camp located?

  6. Is Summer Camp a content-driven project like Spring Break, or more experience-driven?

  7. Does MTV see value in intertwining current artists with their nostalgic IP? i.e. Yo MTV Raps featuring Chance, the Rapper.

  8. Does MTV see value in repurposing their nostalgic IP? i.e. NEXT Bus repurposed to an emerging artist platform.