A new six-part series of Pimp My Ride, the car transformation show, is set to premiere exclusively on MTV UK’s YouTube channel from 19 August.
The series of 15-minute episodes will also be distributed on Facebook, Twitter and Snap, with a TV spot promoting the programme to be broadcast on Paramount UK’s channels, the first one going live on 2 August.
With this use of social channels, the aim is for the show to reach a broader audience including both legacy fans and a new younger generation.
MediaCom UK and eBay, the show’s sponsor, worked with Paramount’s in-house brand partnerships division, Velocity, to connect the series to eBay’s parts and accessories vertical.
The show will be hosted by British rapper Lady Leshurr.