Dive summary:
- Viacom has teamed up with Twitter to sell packages of promoted tweets to five sponsors for MTV's Video Music Awards (VMAs) on Aug. 25.
- Brands who purchase the packages will be attached to video posted to Twitter before, during and after the broadcast.
- MTV will be tweeting the videos to 13.3 million followers; as part of the deal, sponsors can also tweet the videos from their own accounts, and Twitter will be promoting all posts to users.
From the article:
"In the case of the Viacom deal, Twitter generates revenue off the sale of promoted tweets to the five VMA sponsors, which is a discrete buy separate from the sponsorship packages. As with any promoted-tweet purchase, the advertiser only pays when there's a user interaction with the tweet, like a mention or a retweet. Viacom will generate incremental revenue from its sponsors for the content creation and pre-roll ads."
