MTV and partners show how to excite fan bases

Thanks to MTV's new MySpace Tool Kit, fans of Laguna Beach can now decorate their MySpace pages by downloading graphics from the series and send e-vites to get their friends together to watch the show. In Canada, MTV Overdrive, MySpace, MSN, and Canuck nets CTV and TSN even partnered for a fun, non-traditional media effort that saw viewers across Canada being 'telemarketed' in order to alert them to the downloadable goodies and suggest that they tune into the series.

MTV Canada is also partnering with Student Price Cards (provider of discount cards that give students a break at such retailers as Aldo, Foot Locker, Roots and Sport Chek) to offer prize packs including DVDs of Laguna Beach's first season signed by vapid heartthrob Stephen Coletti.