Candy manufacturer Maynards will sponsor and have its products featured on Date My Playlist, a new dating show set to appear on MTV’s Canadian website in June.
Eight 10-minute episodes of the show will appear beginning June 25. In them, one player will introduce him or herself and describe the playlist—the personalized arrangement of music and video content that users can create on the MTV site—before meeting three contestants, who have also submitted playlists, for a group date.
At the end of each show, the player will attempt to match each contestant with the correct playlist and select one of the suitors for a second date away from the cameras.
“It’s a really fun idea,” says Mark Shedletsky, director of marketing and brand partnerships for MTV Canada. “It matches one of the most exciting features on mtv.ca, which is the ability to personalize content, with one of the most popular genres on our television channel, which is the dating shows.”
Shedletsky says Maynards products, including Juicy Squirt, Milkies, Fruit Mania and Fruit Gummies, will be organically integrated into the shows when the opportunity arises. Maynards will otherwise be named as a sponsor at the beginning and end of each episode.
“If there’s a natural place for the product to integrate in the date, it’ll be there,” he says. “If not, there will still be brand involvement.”
MTV Canada will publicize the show on its broadcast station and website, and will also give Bell Mobility subscribers access to the completed episodes through Bell’s cellphone video players.
Shedletsky says there are no plans to bring the show to television, but he did not rule out the possibility of doing so in the future.
“We like it on the website platform because that’s where a lot of the content is housed and that’s where the playlist service is.”
MTV Canada will invite playlist submissions from those who wish to appear on the show from April 2 to 22.
