Viacom broadens partnership with Twitter for social TV advertising

Editor | 09-10-2013

Viacom International Media Networks (VIMN) and Twitter have extended globally their partnership to deliver social video advertising campaigns around the key programmes and live events across VIMN's stable.

The vehicle for the partnership will be the Twitter Amplify programme which will combine the social network and leading Viacom companies such as MTV, Nickelodeon, Comedy Central, BET and the Paramount Channel. And in what will be a combination of a battle of the bands and a coming together of the brands, Viacom and Twitter will launch the international Twitter Amplify partnership around the 2013 MTV Awards.

The 2013 MTV EMA will air live across MTV channels from Amsterdam on 10 November, and MTV will offer sponsorship opportunities around real-time highlights of the show's performances, unexpected moments, exclusive backstage interviews and other slots via its Twitter accounts with followers in more than 170 countries and territories worldwide. MTV will also offer Twitter Amplify sponsorships to US-based advertisers for the prime time airing of the awards. The two companies say that they will aim to build on the 2013 MTV Video Music Awards in August which they say marked a "very successful first outing" for Viacom and Twitter Amplify, generating high user engagement rates for the campaign.

"The 2013 MTV EMA is a global phenomenon and one of the few live entertainment events that drives Twitter activity across entire continents," commented 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."

Added Glenn Brown, senior director of Twitter Amplify: "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 programme, allowing brands to tap into the conversations already happening on Twitter by offering people highlights and exclusive content across all devices."