RSVP lands first two cross-media briefs for O2 and Icon Film

RSVP, the cross-media venture launched by Capital Radio, Viacom and IPC Media, has landed its first two briefs.

The largest is a £2 million deal with O2 to launch its sponsorship of more than 30 live music concerts across the UK.

O2 brokered the deal with RSVP, which will bring it advertising and sponsorship via Viacom and Capital airtime as well as in IPC's magazines, through its sponsorship agency, Drum PHD.

The other agreement is to promote Icon Film's The Butterfly Effect. Advertising will reach a core audience of 16- to 24-year-olds with one theme running across TV, radio, online and press.

Viacom's MTV station is creating a 40-second advertorial while Capital FM is running film promotion ads within its youth programming slots. The ads will drive listeners toward a website competition. This competition will be recreated in print form in the IPC titles Nuts and NME.

Dan Salem, the commercial director of Viacom Brand Solutions, said: "This film is a great vehicle for the first brief of RSVP. The creative solution gives us the chance to show existing and future clients the capabilities for integration and targeting of specific demographics we have at our disposal."

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