LONDON, 7 November 2013: Viacom International Media Networks (VIMN), a division of Viacom Inc. (NASDAQ: VIAB, VIA), and Twitter have inked an agreement with cosmetics company Cosnova, making it the first company ever to leverage Twitter Amplify on pan-European basis.
The two year deal will feature the beauty brand essence in a Twitter Amplify social video advertising campaign as part of a broader sponsorship package, in and around the “2013 MTV EMA,” MTV’s global celebration of the hottest stars in music, which will air live across MTV channels around the world from Amsterdam’s Ziggo Dome at 9:00 p.m. CET* on Sunday, November 10th.
Through Twitter Amplify and MTV’s international Twitter accounts, essence cosmetics will deliver shareable branded video content leading up to and during the “2013 MTV EMA”, including real-time highlights from the show and its most buzzworthy unexpected performances, backstage moments, red carpet interviews and MTV News reports.
The “2012 MTV EMA” in Frankfurt inspired 5.7 million tweets, spawned 32 worldwide trending topics and notched eight of the top 10 trends during the show’s broadcast. MTV currently has a combined total of 27 million followers across its global Twitter accounts, in more than 170 countries and territories worldwide, and with social engagement levels already on track to eclipse last year’s record-breaking figures, Cosnova is set to be placed in the middle of the biggest global social media conversation taking place on November 10th.
The essence news follows the recent announcement that Viacom International Media Networks (VIMN) and Twitter will form an international partnership on Twitter Amplify, kicking off with the “2013 MTV EMA.” VIMN and Twitter will be working with brands to deliver social video advertising campaigns around the biggest programs and live events across VIMN’s platforms, including MTV, Nickelodeon, Comedy Central, BET, Paramount Channel and more.
Mark Swift, Be Viacom, Viacom International Media Networks, said: “We’re delighted to have essence cosmetics on board for the ‘2013 MTV EMA’ as the pioneering international partner for Twitter Amplify. The partnership will enable essence to reach its target youth audience in innovative and engaging ways while they are most active in the social space around the world’s biggest night in music. MTV is one of the most social global brands, and every aspect of the MTV EMA will offer fans exciting ways to experience the show.”
Theo Luke, head of Twitter Amplify Europe, added: “We are thrilled to have Viacom and Cosnova onboard as Twitter Amplify partners. Twitter Amplify programs are win-win-win: Great for users, who receive unique, timely mobile videos to round out their viewing experience. Great for broadcasters, who reach new fans via Promoted Tweets. And great for brands, who get a two-screen tool to host the social conversation as it happens.”
“We are delighted to present the most exciting moments of the 2013 MTV EMA to our target group – which has a great affinity for music – with our brand essence and MTV and in collaboration with twitter. This makes us the first brand in Europe to use this innovative type of global communication,” explains Christina Oster-Daum, General Manager of essence cosmetics.
*Please check local listings; the show will air tape delayed in some markets.