MTV helps Blaupunkt pimp brand across Asia

Asia Pacific - Car multimedia brand Blaupunkt has signed up as a sponsor of MTV's three new Pimp My Ride reality shows, which will feature international, US and UK versions.

The show features a group of automotive experts transforming junk heaps into luxury limousines equipped with the latest accessories and parts.

In Asia Pacific, which will receive the Pimp My Ride International series, the sponsorship move will allow Blaupunkt to reach its target audience of 18 to 34-year-olds who have an interest in cars and music - as sponsor, the company will present new products and other car multimedia equipment in the shows.

"With our involvement in the reality-tuning-show, we want to specifically target young adults who have high affinity for cars and multimedia and who place a great deal of importance on an outstanding in-vehicle sound experience. That's why music is the ideal channel for us to appeal to the young sound generation," Clemens K. Krebs, head of marketing communication for Blaupunkt worldwide said in a statement.

"Both brands fit in this project and MTV looks forward to helping Blaupunkt reach out to a new and exciting audience though our Pimp My Ride on air, on line and merchandising initiatives," David Sulzmann, VP, Viacom Brand Solutions and MTV Networks Asia said.

The Pimp My Ride International programme will be aired to countries such as Singapore, Hong Kong, Malaysia, China, Indonesia, Korea and India.