Viacom International Media Networks (VIMN), a division of Viacom Inc. (NASDAQ: VIAB, VIA) and Twitter have announced an international partnership on Twitter Amplify.
The partnership is 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.
Airing live across MTV channels around the world from the Ziggo Dome in Amsterdam, the partnership launches on Sunday 10 November at 22h00 CAT. MTV offers sponsorship opportunities around real-time highlights of the show’s most popular performances, unexpected moments, exclusive backstage interviews and more via its Twitter accounts with followers in more than 170 countries and territories worldwide.
Chris Shaw, executive vice president and managing director of BeViacom, VIMN’s ad sales unit, says: “The 2013 MTV EMA is a global phenomenon and one of the few live entertainment events that drives Twitter activity across entire continents. 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, comments: “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 steadily drive substantial activity on Twitter. MTV has 10.8m Twitter followers outside the US. During the show, the 2012 MTV EMA delivered record tweets of 5.7m, an increase of +104% in comparison with 2011. The show also resulted in 32 worldwide trending topics on Twitter.