NEW YORK: In its third year, Spike's Guys Choice Awards is using a multi-platform PR strategy to build awareness of the show, airing on June 21, with appearances from Brad Pitt, Mel Gibson, Jason Statham, and Jamie Foxx.

"We wanted to bill this as an ultimate guy's night out," said Aileen Budow, VP of digital media and events for MTV Networks Entertainment Group, which owns Spike.

In addition to getting people to tune in, "We needed ...