MTV Networks International has signed up with fashion brand edc by esprit for a multi-territory partnership surrounding the MTV Europe Music Awards.

The deal will see the MTVNI Creative arm produce the fashion brand's first TV advertising campaign.

Shot in London, Munich, Hong Kong, Queenstown, Fiji and Las Vegas, the campaign will play in cinemas in Europe and across MTV’s European network of 166 million homes as well as on MTV’s and edc’s web sites in the lead-up to the EMAs in Munich on November 1. The campaign will also be seen on MTV and VH1 channels and web sites in the Asia-Pacific, as well as on edc web sites. A teaser spot will premiere on MTV screens in mid-August with the final spot to debut within a month afterwards.

Melisa Quiñoy, executive vice president Europe, Viacom Brand Solutions International, said: "This partnership...reflects a mutual commitment to work together in non-traditional ways. They will tap into our creativity and strong bond with youth audiences, and we will utilise their extensive retail presence and expertise."

edc and MTV will present a pan-European competition where the winner will win the chance for them and three friends to attend the EMAs with a VIP package allowing them to walk the red carpet wearing a bespoke outfit designed by edc. MTV and VH1 audiences in the Asia-Pacific region will also have opportunities to win trips to the event in Munich.

Thomas Grote, president Esprit Brand, said: edc appeals to young, spontaneous people who live for the moment and express this lifestyle with an individual look. Additionally, edc's style is strongly influenced by the current music scene and its looks. Sponsoring the EMAs in Munich is a fantastic way to start the edc solo performance."

Music lovers will also be invited to enter a specially branded sound-proof box and ‘scream’ for a chance to grab the tickets. Similar types of auditions will be held at four edc stores surrounding Munich - Stuttgart, Nuremberg, Regensburg and Salzburg - for one week each in the lead up to the event. edc will also be organising a special EMA shopping night in 15 stores across Europe in October.

Last year the EMAs were broadcast to a potential worldwide audience of more than 1.4 billion people.