On August 25th, the 2013 Video Music Awards will air on MTV. Deemed the “Super Bowl of pop culture” by Dario Spina, executive VP-integrated marketing for Viacom Music and Entertainment, the VMAs present advertisers with a must-have marketing opportunity. Media giant Viacom has paired up with Twitter to capitalize on the overwhelming buzz surrounding the VMAs. The company landed deals with Pepsi and Degree Women who will use Amplify, a social video advertising platform, for campaigns based around the 2013 MTV Video Music Awards and other big TV moments.
Before and during the VMA broadcast, Viacom will promote the brands via backstage clips, on-stage highlights, red carpet moments, etc. A pre-roll ad before the VMA clip is one of the many ways branded content will be incorporated. Twitter will distribute the award show videos, which will range from 15 to 90 seconds in length, through promoted posts.
Twitter and the VMAs go hand-in-hand. Generating 14.7 million tweets last year, the awards show was one of the most tweeted events in 2012. Combined, MTV’s U.S.-based Twitter accounts have over 13.3 million followers. With the VMAs, Twitter will further amplify the social TV conversations with real-time, dual-screen sponsorships and in-Tweet video clips from broadcasters.
“Twitter is live, public and inherently mobile, which makes the VMA’s the perfect place to take advantage of Twitter’s Amplify program,” said Adam Bain, president of global revenue at Twitter. “Viacom has long been a pioneer of harnessing Twitter to give viewers new ways to interact and share in live TV, and we’re thrilled to be working with the network and its sponsors to deliver this experience to viewers.”
To track consumption of MTV content across multiple screens, Viacom has partnered up with Symphony Advanced Media (SymphonyAM). Utilizing SymphonyAM’s measurement system, the initiative will monitor behavior on smartphones, tablets, PCs and TV screens before, during and after the show.
The VMA’s offer a chance to “gather invaluable analytic feedback that will help us better understand not only how audiences approach co-viewing and how often, but also identify the kind of content that has the most resonance,” said Colleen Fahey Rush, chief research officer for the Viacom networks.
Simultaneous media consumption across multiple devices is becoming the new norm. With its advertising partnerships and tracking system all focused on the VMAs, Viacom has the perfect opportunity to gain new insight on multi-platform usage and engagement.