Lenovo, Kraft Get On MTV World Stage

Malaysia - Sponsors of MTV World Stage Live in Malaysia, Lenovo and Kraft Foods, regard the annual music event as an instrumental part of their efforts in reaching out to teenagers.

Lenovo has signed up as a first-time event sponsor to reach out to youths, which the demographic has been identified as one of the brand's key growth areas.

"Our strategy is about attacking areas of greatest potential and protecting areas where we have a strong lead," Kok Kong Meng, regional general manager for ASEAN at Lenovo says.

Through this partnership, Lenovo is hoping to increase awareness among the consumer youth market in Malaysia and across Southeast Asia.

Twisties meanwhile has prided itself as a brand that constantly finds ways to reinvent and engage teenagers through differentiated and up-to-date campaigns.

Since embarking on a music platform four years ago, it has also been committed to provide opportunities for nurturing young music talent in Malaysia.

"With the broad genre of music that MTV World Stage offers, Twisties is able to expand its brand exposure and brand appeal to broader consumer groups," Jean Ler, head of marketing for snacks, candy and gum at Kraft Foods Malaysia says.

She adds this will also continue to strengthen the brand imagery of Twisties being a "fun, vibrant, bold, and up-to-date" brand.

Twisties had been a partner for the event last year, with its sponsorship garnering positive responses from teenagers towards the brand.

"This has opened up a good avenue for Twisties to connect with teenagers via a platform that the majority of teenagers are strongly interested in," Ler says.

As a sponsor, Lenovo will be organising consumer promotions through live events and social media platforms across Southeast Asia, with contests for consumers to win all-expense paid trips to experience the event live.

Twisties will be offering product sampling and engagement activities during the two-day roadshow with MTV, and giving away MTV World Stage passes to consumers through its Twisties Malaysia Facebook page.

MTV World Stage Live in Malaysia will be held at Surf Beach at Sunway Lagoon, Bandar Sunway, Malaysia on 14 July 2012. This year's event will be featuring singers such as Justin Bieber, Jay Park, and Kara.

Other sponsors include Sunway, Celcom, and Xpax.