MTV and Swatch launch viewer-led youth clip show

MTV Europe and Swatch, the iconic Swiss watch brand, have teamed up to launch MTV’s first completely user-generated viewer-led show called MTV’s Best Show Ever.

The partnership marks Swatch’s first pan-European multi-platform partnership with MTV. The tie-up will see a dual-branded TV series, website and competition rolled out as part of the initiative to drive awareness of both brands.

Melisa Quiñoy, executive vice-president, Europe at Viacom Brand Solutions International, says the crossplatform strategy will see TV drive traffic online, which will then push content back to TV. She says the motivation behind the deal is to expose Swatch’s target market to new concepts and products, and underline the continued relevance of TV as a medium to target youth audiences.

She says: “Digital is important but works only once consumers have been exposed to a product or brand in the first place. As a young lad in consumer research said, ‘You can’t Google new bands’ – they need to be shown them first.”

MTV’s Best Show Ever will comprise 12 five-minute shows created exclusively from submitted viewer footage, and kicks off in July.

Latest from Marketing Week


Access Marketing Week’s wealth of insight, analysis and opinion that will help you do your job better.

Register and receive the best content from the only UK title 100% dedicated to serving marketers' needs.

We’ll ask you just a few questions about what you do and where you work. The more we know about our visitors, the better and more relevant content we can provide for them. And, yes, knowing our audience better helps us find commercial partners too. Don't worry, we won't share your information with other parties, unless you give us permission to do so.

Register now


Our award winning editorial team (PPA Digital Brand of the Year) ask the big questions about the biggest issues on everything from strategy through to execution to help you navigate the fast moving modern marketing landscape.


From the opportunities and challenges of emerging technology to the need for greater effectiveness, from the challenge of measurement to building a marketing team fit for the future, we are your guide.


Information, inspiration and advice from the marketing world and beyond that will help you develop as a marketer and as a leader.

Having problems?

Contact us on +44 (0)20 7292 3703 or email

If you are looking for our Jobs site, please click here