Viacom International Media Networks Partners With Twitter

Adam Lambert performs with Queen at the 2012 MTV EMAs.
Adam Lambert performs with Queen at the 2012 MTV EMAs.
 Getty Images

LONDON – Viacom International Media Networks said Wednesday that it has partnered with social media giant Twitter on Twitter Amplify.

The social media program will provide the companies a platform to set up social video advertising campaigns around the biggest programs and live events across the Viacom unit's platforms, including MTV, Nickelodeon, Comedy Central, BET and Paramount Channel.

The partnership will launch with the 2013 MTV Europe Music Awards show, airing live across MTV channels around the world from Amsterdam's Ziggo Dome on Nov. 10.

MTV said it 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."

Additionally, MTV will offer Twitter Amplify sponsorships to U.S.-based advertisers for the primetime airing of the 2013 MTV EMAs in the U.S.

The show also is scheduled to air on MTV in the U.S. on Nov. 10, a few short hours after airing in European.

The 2013 MTV Video Music Awards in August debuted the Viacom and Twitter Amplify hook-up, generating high user engagement rates for the campaign, according to the two companies.

"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 vp and managing director of BeViacom, VIMN's ad sales unit.

Twitter Amplify senior director Glenn Brown described the EMAs as "the perfect way" to "build on the success" of the U.S. Twitter Amplify partnership with Viacom, "allowing brands to tap into the conversations already happening on Twitter by offering people highlights and exclusive content across all devices."

Outside the U.S., MTV has 10.8 million Twitter followers, and the 2012 MTV EMAs delivered record tweets during the show (5.7 million), up 104 percent compared to 2011's twittering.

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.

The 2012 MTV EMAs also blew away the competition on Trendrr's social charts, ranking as the most social program of the night in the U.S., with more than 5.5 million mentions.

That is almost three times the most socially active audience during the 2012 U.S. election coverage.

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