Case Study: MTV boosts Gen Z engagement with Freeman’s immersive MTV House of Style experience

MTV - Customer Case Study

Freeman worked with MTV to help the iconic brand stand out in person at VidCon London and connect with a Gen Z audience. MTV needed a fresh way to build awareness, feel relevant to younger attendees, and promote its co-branded fashion partnership with Puma in a crowded, influencer-heavy environment.

Freeman created an immersive, future-retro experience called #MTVHouseofStyle, blending digital and analogue elements across two zones: a glitchy, music-responsive infinity-mirrored space for selfies and a hands-on “Patch Me Up” fashion area with customizable MTV patches tied to the Puma collaboration. The activation drove strong engagement, generating 80M cross-platform social reach, a 2.4K% increase in social noise, and attracting 40% of attendees to the space.

MTV