In conjunction with Wonka’s 2009 “age-up” initiative targeting teens and young adults, and in an effort to give the Wonka brand a cooler vibe than the previous juvenile feel in Latin America, we partnered with MTV in a sponsorship of their MTV awards held in the main focus countries of Argentina, Mexico and Colombia. A pan-regional Wonka consumer promotion was held for customers to win VIP tickets and attend the event in their respective countries. In each country Wonka had red carpet signage, Interactive stands with sampling and logos on all MTV signage and broadcast spots to promote event. Multiple on-line and press write ups had images that contained the Wonka logo behind it. The consumer promotion elements included on the ground activations, POP signage, broadcast call to action spots and promotional microsite with digital banners that linked to it. There were over 23,000 consumer promotion registrations under this campaign.