As “The Hills” reaches its Season Four Finale, one lucky winner will take home a cotton wardrobe valued at $5,000 as part of the Cotton Incorporated and MTV produced interstitial series titled “The Hills Weekly Style Guide.”
The television and web marketing campaign lets fashion and pop-culture fans view the latest style choices from “The Hills’” resident rock chick Audrina, blond bombshell Heidi, fashionista Whitney, or classic LC as they watch hosts Jessica and Kate’s weekly dish about their favorite style moments from Season Four. The interstitials appeared starting in October and run through the finale in December as 30 second units within the most popular series on MTV.
“Cotton is a mainstay of apparel from the fashion runways of New York, Paris and Milan to your local mall,” says Glenn Sciachitano, Director, Advertising, Cotton Incorporated. “By having Kate and Jessica show MTV viewers how they can get the ‘look of “The Hills’ in cotton, we are reminding fashion-forward women ages 18-34 that cotton is a fabric of infinite fashion possibilities no matter what their style preferences or income.”
Hardcore fans of “The Hills” and of fashion can log onto http://cotton.mtv.com to view segments online, get “The Hills” fashion tips and enter for their chance to win the cotton wardrobe inspired by the popular series. The “Cotton Closet” sweepstakes, featured on the Style portal of MTV and TheFabricOfOurLives.com, will give one lucky winner a $5,000 wardrobe inspired by the styles of “The Hills” characters, ranging from stylish tees and skirts to jeans and dresses.
“Given the fashion-savvy nature of ‘The Hills’ fans, working with Cotton Incorporated on a style-focused effort was a great match,” said John Shea, executive vice president of integrated marketing / brand partnership for the MTV Music Group. “We recognize that ‘Hills’ fans seek trend-setting content on-air and online. Through our partnership with Cotton Incorporated on our Style portal, our users have the ability to interact with content that is relevant and fun, and evangelize cotton in an organic way. Who wouldn't want an entire wardrobe resembling the fashions worn by Lauren, Audrina, Whitney and Heidi?”
MTV is the dynamic, vibrant experiment at the intersection of music, creativity and youth culture. For over 26 years, MTV has evolved, challenged the norm, and detonated boundaries—giving each new generation a creative outlet and voice that entertains, informs and unites on every platform and screen. On-air, MTV has been the number one rated 24 hour ad-supported cable network P12-24 for 16 straight years. MTV is part of MTV Networks, a unit of Viacom (NYSE: VIA, VIA.B), one of the world’s leading creators of programming and content across all media platforms. Wanna know more? Come on in… http://www.mtvpress.com.
Cotton Incorporated, funded by U.S. growers of upland cotton and importers of cotton and cotton textile products, is the research and marketing company representing upland cotton. The Program is designed and operated to improve the demand for and profitability of cotton.