Viacom is running social video ads for its channels via Twitter Amplify, as the entertainment giant looks to prmote its upcoming series of global MTV awards show. The partnership will begin at the 2013 MTV EMA on Sunday 10 November, letting followers of Viacom’s channels – including MTV, Nickelodeon and Comedy Central – see video […]
Viacom is running social video ads for its channels via Twitter Amplify, as the entertainment giant looks to prmote its upcoming series of global MTV awards show.
The partnership will begin at the 2013 MTV EMA on Sunday 10 November, letting followers of Viacom’s channels – including MTV, Nickelodeon and Comedy Central – see video extras of major shows and live events, including instant highlight replays, exclusive backstage interviews and extra content.
The partnership was trialled successfully at the MTV Music Awards in August.
MTV will offer sponsorship opportunities around real-time highlights of the show’s most buzzworthy performances, unexpected moments, exclusive backstage interviews and more via its Twitter accounts with followers in more than 170 countries and territories worldwide.
Additionally, MTV will offer Twitter Amplify sponsorships to U.S.-based advertisers for the primetime airing of the “2013 MTV EMA” in the United States.
“The ‘2013 MTV EMA’ is a global phenomenon and one of the few live entertainment events that drives Twitter activity across entire continents,” said Chris Shaw, Executive Vice President and Managing Director of BeViacom, VIMN’s ad sales unit. “We’re thrilled to be pioneering this initiative in Europe and across the world, creating a truly unique opportunity for marketers looking to join the global youth conversation around the ‘2013 MTV EMA.’”
Glenn Brown, Senior Director of Twitter Amplify, said: “We are excited to build on the success of our US Twitter Amplify partnership with Viacom by rolling it out internationally, including across the UK and Europe. The EMAs are the perfect way to start the program, allowing brands to tap into the conversations already happening on Twitter by offering people highlights and exclusive content across all devices.”
Outside the U.S., MTV has 10.8 million Twitter followers, and the “2012 MTV EMA” delivered record tweets during the show (5.7 million), up +104% vs. 2011. The show also drove 32 worldwide trending topics on Twitter, at times notching eight of the top 10 trending topics during the show’s premiere broadcast.
