I just caught this post at Principius which reveals a very interesting brand integration through the MSN Music site.
MSN Music has a new setion called â€œThe Scenarioâ€ which includes polls and music recommended by Miles Thirst and a number of featured artists and they have also created a new channel on MSN Radio called â€œThirst Radioâ€.
The team over at MSN have also put together a few things for MSN Messenger as part of the deal as wellâ€¦of course they have the usual sort of stuffâ€¦backgrounds, user tiles and emoticonsâ€¦but they have also createdâ€¦â€œThe Conversationatorâ€. â€œThe Conversationatorâ€ is an â€œactivityâ€ for MSN Messenger which allows you to send little audio grabs from Miles Thirst to your other buddies on MSN Messenger while IMâ€™ing themâ€¦a little annoying, but its the first external marketing use of this sort of technology on Messenger we have seen. [principius]
As is noted later, the Agency (Ogilvy) is really not behind this at all, but rather it’s based on a deal that was struck by MSN (who built the experience) and Mediavest, the Media Agency for Sprite / Coke.
As a Mac user, I can only check parts of the site out, but I have to say it’s definitely cool. I don’t know how you would find the site – perhaps as simple as browsing the hip-hop section on MSN or spotlight content… It will be interesting to see whether it’s purely online, or whether there are additional placements which try to attract the youth market.