Viacom announced a partnership with Twitter to deliver
social video advertising campaigns around big events on networks including MTV,
VH1, CMT, Nickelodeon, Comedy Central, TV Land and Spike.
The partnership will launch with the 2013 MTV Video Music Awards. MTV will deliver real-time,
sponsor-supported highlights of the show's most outrageous moments, buzz-worthy
performances, backstage access, interviews and more via Twitter.
Viacom has begun offering ad packages to clients.
"The VMAs
virtually pioneered the social TV moment, triggering a demand among marketers
to tap into the fan conversations and trending topics that Viacom networks
create every day," Jeff Lucas, head of sales, music and entertainment for
Viacom Media Networks, said in a statement. "Through this partnership,
we're allowing marketers to insert their brands seamlessly into the torrent of
fan activity and engagement around our networks on Twitter."
Viacom is the latest media company to join the Twitter
Amplify program. Others include ESPN and BBC America.
Viacom said its shows and events consistently drive
significant activity on Twitter. The 2012
MTV Video Music Awards generated among the most tweets of any news event
last year. According to Twitter, more than 52 million votes were cast via tweets
for the "Most Sharable Video" for the 2012
MTV Video Music Awards. The show itself generated 14.7 million tweets.
The
2013 MTV Video Music Awards will
air live from Brooklyn's Barclays Center on Sunday, Aug. 25.
