Viacom, Twitter sign first sponsor pan-European Amplify campaign on MTV

Editor | 08-11-2013

The cosmetics brand Cosnova has become the first company ever to leverage Twitter Amplify on pan-European basis.

Launched around the international the 2013 MTV Awards Twitter Amplify programme aims to deliver real-time campaigns around the key programmes and live events across VIMN's stable. It will combine the social network and leading Viacom companies such as the music TV channel as well as Nickelodeon, Comedy Central, BET and the Paramount Channel.

The two year deal with Cosnova will feature the beauty brand essence in a Twitter Amplify social video advertising campaign as part of a broader sponsorship package around the MTV EMA which will air live across MTV channels from Amsterdam on 10 November. essence cosmetics will deliver shareable branded video content leading up to and during the broadcast including real-time highlights from the show and its most buzzworthy unexpected performances, backstage moments, red carpet interviews and MTV News reports.

As an indication of the potential, the 2012 awards inspired 5.7 million tweets, spawned 32 worldwide trending topics and notched eight of the top 10 trends during the show’s broadcast. MTV currently has a combined total of 27 million followers across its global Twitter accounts, in more than 170 countries and territories worldwide.

“We are delighted to present the most exciting moments of the 2013 MTV EMA to our target group – which has a great affinity for music - with our brand essence and MTV and in collaboration with twitter,” commented Christina Oster-Daum, General Manager of essence cosmetics. “This makes us the first brand in Europe to use this innovative type of global communication.”

Added Theo Luke, head of Twitter Amplify Europe: "We are thrilled to have Viacom and Cosnova onboard as Twitter Amplify partners. Twitter Amplify programs are win-win-win: Great for users, who receive unique, timely mobile videos to round out their viewing experience. Great for broadcasters, who reach new fans via Promoted Tweets. And great for brands, who get a two-screen tool to host the social conversation as it happens."