Viacom and Twitter sign up cosmetic brand essence for MTV EMA 2013 Twitter Amplify campaign
Ahead of Sunday’s 2013 MTV EMAs Viacom International Media Networks (VIMN) and Twitter have penned a two-year deal with cosmetics company Cosnova to feature beauty brand essence in a Twitter Amplify social video advertising campaign.
The campaign is part of essence’s broader sponsorship packaging of this year’s EMAs. Through Twitter Amplify and MTV’s international Twitter accounts, essence will deliver shareable branded content in the lead up to and during the event, including real-time show highlights, buzzworthy performances, backstage moments, red carpet interviews and MTV News reports.
Mark Swift, Be Viacom, Viacom International Media Networks, said: “We’re delighted to have essence cosmetics on board for the 2013 MTV EMA…The partnership will enable essence to reach its target youth audience in innovative and engaging ways while they are most active in the social space around the world’s biggest night in music.”
Christina Oster-Daum, general manager of essence cosmetics, said the brand was “delighted” to be presenting the “most exciting moments of the 2013 MTV EMA to our target group”.
The news follows the announcement that VIMN has partnered with Twitter on Twitter Amplify, with activity kicking off with the EMAs. The international partnership sees VIMN and Twitter working with brands to deliver social advertising around programming and live events across VIMN platforms including MTV, Nickelodeon, Comedy Central, BET, Paramount Channel and more.