(via Hollywood Reporter) "Speed Racer" will hijack and speed up TV promos and Web sites from MTV Networks in a multilayered, cross-platform marketing campaign tied to the tentpole movie's May 9 release.
From April 10-18, what will look like regular series promos airing during commercial breaks will suddenly speed up into one about a text-message "Speed Racer" contest in which players can compete to win a $100,000 custom-built version of the Mach 5, the car driven by the film's title character.
Each of the MTV networks will air about 100 of the 15-second spots, which will include Mach 5-themed footage from the movie and run mostly adjacent to the standard "Speed Racer" commercials. The promos on steroids will include clips from "DEA" on Spike; "A Shot at Love With Tila Tequila" and "The Real World" on MTV; "Miss Rap Supreme" and "Viva Hollywood" on VH1; "The Big 4-0" on TV Land; and an overall network branding spot on Comedy Central.
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