Starting today, Viacom New Media will spend an estimated $3 million to market the "Beavis & Butt-head" videogame, starring the MTV: Music Television duo. For the first time, Viacom will advertise one of its products on rival networks, including Fox, ESPN and syndicated programs.
"The goal here is letting Beavis and Butt-head transcend the medium in which they were developed," said Al Nilsen, VP-marketing for Viacom New Media.
The $60 videogame is rated MA-13, or not for those under 13. It's supported with a 15-second and 30-second TV spot, print ads and point-of-purchase materials, all created in-house, with media buying by Chiat/Day, New York.
Three separate versions are being offered for Nintendo Super NES and Sega Genesis and Game Gear platforms.
But wait, there's more. Last year's best-selling book, "Beavis & Butt-head: This Book Sucks," will be joined next month by "Beavis & Butt-head's Ensucklopedia." A compact disc with the characters' favorite heavy metal music came out last year.