Viacom International Media Networks (VIMN), a division of Viacom, and Twitter have announced an international partnership on Twitter Amplify, a programme through which the companies will deliver social video advertising campaigns around the biggest television properties and live events across VIMN’s platforms, including MTV, Nickelodeon, Comedy Central, BET, Paramount Channel and more.
The partnership will launch with the 2013 MTV EMA, airing live across MTV channels around the world from Amsterdam’s Ziggo Dome at 22:00 CAT on Sunday 10 November. 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.
The 2013 MTV Video Music Awards in August marked a very successful first outing for Viacom and Twitter Amplify, generating the highest user engagement rate of any Twitter Amplify campaign to date.
“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.”
VIMN’s shows and events consistently drive significant activity on Twitter. 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.