Viacom International Media Networks and Twitter have inked a deal with cosmetics company Cosnova to 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.
The 2013 MTV EMA is the channel’s global celebration of the hottest stars in music. The show will air live across MTV channels around the world Sunday.
The deal makes Cosnova the first company ever to leverage Twitter Amplify on a pan-European basis.
Through Twitter Amplify and MTV’s international Twitter accounts, Essence Cosmetics will deliver shareable branded video including real-time highlights from the show, buzzworthy performances, backstage moments, red carpet interviews and reports.
The new deal kicks off an international partnership between the companies on Twitter Amplify that will see VIMN and Twitter work with brands to deliver social video advertising campaigns around the biggest programs and live events on VIMN’s platforms including MTV, Nickelodeon, Comedy Central, BET and Paramount Channel.