From Ad Age:
Pepsi bought the rights to one of the awards that will now be known as the Best Performance in a Pepsi Rock Band Video Award, which [was] presented during the live telecast.
The award is the culmination of an ongoing “Rock Band” campaign Pepsi has co-sponsored with MTV Networks’ Harmonix game. Nearly 700 gamers submitted their own “Rock Band”-inspired music video for a chance at their very own Moonman (the VMA equivalent of an Oscar).
As a sign of the modern MTV viewer’s brand savvy, the top-rated entries were from viewers who integrated Pepsi products into their music videos.
The synergy between MTV s cable and gaming groups is on fantastic display with this VMA Award, and while the commercial that showed was a bit convoluted, it marks a breakthrough in branded opportunities on the channel.