Viacom and Tumblr have forged an exclusive partnership to deliver co-branded content campaigns during the 2014 Upfront Season for advertisers on Tumblr. The campaigns will combine Tumblr’s suite of ad products with custom content developed for the Tumblr platform by Viacom. The content will connect to the most popular shows and events across Viacom’s portfolio, which includes MTV, VH1, CMT, Nickelodeon, COMEDY CENTRAL, TV Land, Spike and more. Viacom is the first television programmer to strike an advertising partnership with Tumblr and will be the only network group to offer co-branded campaigns to partners worldwide throughout the 2014 Upfront Season.
The partnership will launch as early as the “2014 MTV Movie Awards,” before, during and after which MTV will post images, videos, animated .gifs and other interactive content to Tumblr that connects to the show. The content will showcase everything from “Movie Awards” categories, presenters, nominees and winners, to its most over-the-top and buzzworthy moments and performances. The “2014 Movie Awards” will air live on Sunday, April 13, 2014 at 9/8c on MTV.
“Viacom’s partnership with Tumblr gives advertisers yet another way to ride the huge wave of social activity fueled by our passionate fans and constant stream of premium content,” says Jeff Lucas, Head of Sales, Music and Entertainment, Viacom Media Networks. “Tumblr is a rich environment for creative collaboration with advertisers and an immersive platform for us to tell our story in the fun, authentic voice of our brands.”
Viacom’s social media presence is among the strongest of any television programmer, and the “MTV Movie Awards” continues to grow socially each year. The “2013 MTV Movie Awards” generated more than 3 million mentions across social media from more than 1.1 million unique users during its initial airing, according to Trendrr – up 100% over the “2012 MTV Movie Awards.” The 2013 “Best Hero” category, which was decided entirely by fan voting through social media, attracted 3.5 million votes.