Britney Spears will be the first participant in MTV's new cross platform "all access" artist campaign to bring fans face-to-face with artists and bands and rewards one with a significant prize.
"MTV Presents: Up Close and Personal with Britney Jean," which kicks off today (Nov. 19), is a throwback to MTV's legendary contests that included prizes such as creating a video for Madonna, spending a weekend with Bon Jovi in Jamaica and winning a pink house from John Mellencamp.
The prize in the Spears campaign is a two-day trip to Las Vegas that culminates with front row seats to the "Britney: Piece of Me" show at Planet Hollywood Resort & Casino. MTV and Britney Spears will reveal the winner on Dec. 5.
MTV touts the "All Access" campaign as its latest initiative to connect artists and fans. Last month, MTV launched the MTV Artists artist discovery, content and access app for iPhone, the mobile extension to Artists.MTV.com.
MTV's executive VP of Music & Talent Programming and Strategy Amy Doyle said in a statement that Spears was chosen due to her having "one of the strongest fan bases on the planet and they’re all itching to see this new show."