Twitter, Viacom Team Up To Sell Sponsored Content

Viacom and Twitter have joined forces to embed sponsored video content relating to more than 30 different Viacom events and shows within the popular social network. The program, called Twitter Amplify, will let brands like Pepsi and Degree for Women activate their official sponsorships of the VMA's with social video in and around the event on Twitter.

"The availability of Twitter Amplify in the MTV Video Music Awards – an annual trending topic behemoth – generated such a great response from advertisers that we're accelerating our plans to roll it out across our networks," said Jeff Lucas, Head of Sales, Music and Entertainment, Viacom Media Networks. "We look forward to connecting even more advertisers with our audiences through video content on Twitter, starting with every burn in Comedy Central's Franco Roast."

Through Twitter Amplify, MTV will deliver a variety of sponsored-supported video content leading up to and during the 2013 MTV VMAs, including real-time highlights from the show, backstage moments, red carpet interviews, MTV News reports and more. MTV will also distribute via Twitter custom-content developed for sponsors related to VMA award categories and MTV News coverage of the event.

"We think these types of two-screen sponsorships are a win-win-win," Glenn Brown Director, Promoted Content and Sponsorships recently posted. "Users receive spectacular, timely content that rounds out their TV experience or reminds them to tune in. Powered by Promoted Tweets, broadcasters reach new audiences and open up new business lines. Brand advertisers get, for the first time, an integrated cross-platform tool for reaching the social conversation wherever it happens."