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VO5 announces Twitter partnership with The BRIT Awards 2014

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By John Glenday, Reporter

February 18, 2014 | 2 min read

Hair styling brand VO5 has announced it has formed a Twitter partnership with the BRIT Awards 2014 that will see it distribute exclusive content from the event on the micro-blogging platform.

The BRIT Awards are scheduled to take place on 19 February when they will be broadcast live on ITV, with show highlights broadcast in short 60-90 second chunks via an official Twitter channel.

VO5 will sponsor this branded player and feature a 3-8 second pre and post-roll clip on 10 of these clips; which will include behind-the-scenes footage from before, during and after the bash and some of the main performances.

Custom #hashtags, brand mentions, links, in-video banners and promoted tweets will also be harnessed to plug the Unilever product.

An interactive hub and collaborative playlist will run in tandem with this activity on Spotify which aims to offer people a suggested hairstyle to go along with the song of their choice, alongside a demonstration video showing how the look can be achieved using VO5.

Olivia Kirby, VO5 brand manager at Unilever UK, said: “We are thrilled to be working with The BRIT Awards 2014 and Twitter to bring fans exciting and cutting edge content. VO5 isn’t just about facilitating great hair, but being at the vanguard of technological innovation, hence our passion to work with The BRIT Awards 2014 to create the first ever UK Twitter Amplify programme. The partnership provides an excellent new platform to reach our target audience through leveraging engaging, timely, snackable clips to drive live conversation.”

Theo Luke, Twitter Amplify, EMEA, says: “It’s fantastic to see The BRIT Awards 2014 and VO5 team up to bring Twitter users exclusive clips directly to their Twitter timeline. The partnership will tap into Twitter's live, public and conversational nature and deliver great quality, relevant and timely videos to fans around this important moment in the UK music calendar."

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