The partnership will launch with the "2013 MTV Video Music Awards", during which MTV will deliver real-time, sponsor-supported highlights of the show's most outrageous moments, buzzworthy performances, backstage access, interviews and more via Twitter. The "2013 MTV Video Music Awards" will air live from Brooklyn's Barclays Center on Sunday, August 25 2013. If successful, the program may extend to the Nickelodeon's 27th Annual Kids' Choice Awards (The 2014 Nickelodeon Kids' Choice Awards).
Original Viacom Press Release:
Viacom and Twitter Partner to Deliver Social Video Campaigns for Marquee Shows and Events, Beginning with the 2013 MTV Video Music Awards
Partnership to Launch with Real-Time, Sponsor-Supported Video Highlights from 2013 MTV VMA
NEW YORK, June 19, 2013 /PRNewswire-FirstCall/ -- Viacom Inc. (NASDAQ: VIAB, VIA) and Twitter today announced a partnership to deliver social video advertising campaigns around the most popular shows and biggest events throughout Viacom's network portfolio, which includes MTV, VH1, CMT, Nickelodeon, COMEDY CENTRAL, TV Land, Spike and more. Viacom is the latest media company to join the Twitter Amplify program.
(Download Image - Viacom Logo. (PRNewsFoto/Viacom Inc.): http://photos.prnewswire.com/prnh/20110811/NY51392LOGO )
"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," said Jeff Lucas, Head of Sales, Music and Entertainment, Viacom Media Networks. "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."
"As events happen in life, we continue to see Twitter as the place people share those moments, especially when those events happen on TV," said Adam Bain, President of Global Revenue at Twitter. "Twitter Amplify will allow Viacom to connect people across screens, and tap into the social conversation on Twitter with complimentary TV video clips across all devices."
Viacom networks' shows and events consistently drive significant activity on Twitter, and 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 biggest peak of the night went to the moment One Direction won Best Pop Video with 98,307 Tweets per minute. Taylor Swift's performance was the night's second biggest moment, generating 86,275 Tweets per minute.
About Viacom
Viacom is home to the world's premier entertainment brands that connect with audiences through compelling content across television, motion picture, online and mobile platforms in over 160 countries and territories. With media networks reaching approximately 700 million global subscribers, Viacom's leading brands include MTV, VH1, CMT, Logo, BET, CENTRIC, Nickelodeon, Nick Jr., TeenNick, Nicktoons, Nick at Nite, COMEDY CENTRAL, TV Land, SPIKE, Tr3s, Paramount Channel and VIVA. Paramount Pictures, America's oldest film studio and creator of many of the most beloved motion pictures, continues today as a major global producer and distributor of filmed entertainment. Viacom operates a large portfolio of branded digital media experiences, including many of the world's most popular properties for entertainment, community and casual online gaming.
For more information about Viacom and its businesses, visit www.viacom.com. Keep up with Viacom news by following Viacom's blog at blog.viacom.com and Twitter feed at www.twitter.com/Viacom.
SOURCE Viacom Inc.
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Also, from The Hollywood Reporter (THR):
Twitter Partners with Viacom for Ad-Supported Highlights
The media giant is the latest to join the Amplify program, with the 2013 MTV Video Music Awards serving as the launching pad.Kevin Winter/Getty Images
One Direction at the 2012 MTV VMAs
Viacom is joining the Twitter Amplify program.
The media giant is partnering with the social media sensation to deliver "social video advertising" across its various broadcast properties, which include MTV, VH1, Nickelodeon and Comedy Central.
The monetization effort kicks off with the 2013 MTV Video Music Awards, where MTV will provide branded behind-the-scenes footage and show highlights via Twitter. The show airs live from Brooklyn's Barclays Center on Sunday, Aug. 25.
"As events happen in life, we continue to see Twitter as the place people share those moments, especially when those events happen on TV," Adam Bain, Twitter's president of global revenue, says in a statement. "Twitter Amplify will allow Viacom to connect people across screens, and tap into the social conversation on Twitter with complimentary [sic] TV video clips across all devices."
Amplify began with ESPN and Ford, tweeting instant replay video clips -- after a short ad -- of every college football game. During March Madness, Turner Sports, the NCAA, AT&T and Coke Zero followed suit. Partnerships with BBC America, Fox, Fuse and The Weather Channel were next.
Twitter calls the effort "two-screen sponsorships," and says they are a "win-win-win" for broadcasters, sponsors and viewers alike.
Says Jeff Lucas, head of sales, music and entertainment at Viacom, "The VMAs virtually pioneered the social TV moment ...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."
