Nokia and MTV UK teamed up to provide UK fans with exclusive content from the ‘I Want My MTV Ibiza’ gigs using mobile and social marketing initiative the ‘Ibiza Insider’. Nokia is promoting  its C3 smartphone in this campaign.

The ‘Ibiza Insider’ web site and the Facebook page will provide fans with news and images from MTV’s ‘I Want My MTV Ibiza’ summer music events, which are taking place every Friday for ten weeks at club Amnesia, Ibiza. Competitions with prizes like trips to the closing party or goodie bags are held online weekly. The web site also features an online shop where fans can buy MTV Ibiza-branded T-shirts and pants.

Via this campaign Nokia will promote its C3 smartphone, as it will feature on all promotional material around the summer music events as the ‘Ibiza Insider’s’ phone for uploading content.

As a part of the deal Nokia has exclusive sponsorship of all online and on-air activity, which includes two one hour ‘I Want My MTV Ibiza’ specials and TV spots on MTV UK and music TV channel Viva encouraging fans to connect with the ‘Ibiza Insider’ online.

According to John Nichols, director of marketing, Nokia UK&I, by partnering with MTV Nokia can reach its audience and demonstrate social features of the Nokia C3 in an interactive and engaging way. This summer, Nokia introduced another smartphone N9 in a series of very short videos.

The ‘I Want My MTV Ibiza’ gigs will run until September, 2 and will include headliners such as Snoop Dogg, Kelis, 50 Cent and Primal Scream.

Duncan McCrum, head of digital sales at MTV parent company Viacom International Media Networks, said: “The partnership with Nokia allows us to take a different approach to reaching our fans across multiple platforms, enabling them to enjoy and share content from our live music sessions even if they are not traveling to Ibiza this year.”

Currently MTV Networks is running a provocative social initiative titled ‘Give-a-Shit’.