The line between content and commerce for this month's "MTV Movie Awards" were sufficiently blurred, with MTV personalities such as Tyler Posey of "Teen Wolf," Vinny Guadagnino of "Jersey Shore" and Josh Horowitz of "Friday Night Wraps" appearing in ads for Axe, Dr Pepper and HTC. "Partners come to us with their [brand] messages, and we want to reinforce them in a way that feels organic to our audience," said Rachel Baumgarten, senior vice president of integrated marketing at MTV Networks.

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