Twitter and Viacom to create more advertising opportunities for brands around MTV’s VMAs
Twitter and Viacom have entered agreements with a number of brands including Degree Women and Pepsi to develop Twitter Amplify social video advertising campaigns in and around the 2013 MTV Video Music Awards following an unexpected level of advertiser interest.
All of the sponsorships for the awards were claimed within a week of being announced and each of the advertisers is participating in a broader sponsorship package for the MTV event.
Given advertiser interest, Viacom and Twitter, who entered into a partnership earlier this year, have decided to immediately create new sponsorship opportunities in the "Comedy Central Roast of James Franco" and more than 30 different programming events and shows through the end of 2014.
"Twitter is live, public and inherently mobile, which makes the VMA's the perfect place to take advantage of Twitter's Amplify program," said Adam Bain, president of global revenue at Twitter. "Viacom has long been a pioneer of harnessing Twitter to give viewers new ways to interact and share in live TV, and we're thrilled to be working with the network and its sponsors to deliver this experience to viewers."
Through Twitter Amplify, MTV will deliver a variety of sponsored-supported video content leading up to and during the 2013 MTV VMAs, including real-time highlights from the show, backstage moments, red carpet interviews, MTV News reports and more. MTV will also distribute via Twitter custom-content developed for sponsors related to VMA award categories and MTV News coverage of the event.
"The availability of Twitter Amplify in the MTV Video Music Awards generated such a great response from advertisers that we're accelerating our plans to roll it out across our networks," added Jeff Lucas, head of sales, music and entertainment, Viacom Media Networks. "We look forward to connecting even more advertisers with our audiences through video content on Twitter, starting with every burn in Comedy Central's Franco Roast."