Calvin Klein Jeans has become digital sponsor of the 2010 MTV's European Music Awards (EMAs) in November.
The sponsorship for the jeans brand, which is part of the Warnaco Group, will be executed through the broacaster’s bespoke EMA site, and will include iPhone and iPad apps, created by MTV Networks International.
The branded iPhone and iPad apps will launch later this month. Specially branded elements of the EMA site will include an "MTV EMA X-Rating" artists fashion poll, as well as an "MTV EMA X-Rating" personal style quiz, set to coincide with the recent launch of Calvin Klein Jeans' new X jean.
The 2010 MTV EMAs will take place on Sunday 7 November at the Caja Magica, Madrid and will be broadcast live on MTV. MTV estimates the event will reach 214m homes in more than 40 territories.
Antonio Canto, senior vice president for Europe at Viacom Brand Solution International, said: "This year's MTV EMAs digital sponsor offering presents Calvin Klein Jeans with unrivalled connection with Europe's youth audience, engaging them in a powerful and targeted manner.
"This partnership, which will see MTV produce the first ever EMA iPhone and iPad Apps exclusively sponsored by Calvin Klein Jeans, reflects a mutual commitment to work together in non-traditional ways, leveraging digital technology to deliver complementary EMA experiences to music and fashion fans."