Viacom's Viacom International Media Networks unit and Twitter have reached an agreement with cosmetics company Cosnova that they said will make it the first firm to launch a social video advertising campaign via the tech firm's Twitter Amplify platform on a pan-European basis.
The deal, part of a broader sponsorship package, will kick off with Viacom's MTV European Music Awards in Amsterdam this weekend. Financial terms of the two-year deal weren't disclosed.
The EMAs will air on MTV channels around the world from Amsterdam’s Ziggo Dome on Sunday night.
Essence will deliver "shareable branded video content" leading up to and during the awards show, including real-time highlights from the show and its most buzzworthy performances, backstage moments, red carpet interviews and MTV News reports, according to the partners.
The 2012 EMAs in Frankfurt drew 5.7 million tweets. MTV has a combined total of 27 million followers across its global Twitter accounts.
Miley Cyrus and Robin Thicke will share the stage again at Sunday's MTV EMAs. Bruno Mars, Katy Perry and The Killers are also among the performers at the show, which will be hosted by Redfoo.
Viacom International Media Networks and Twitter recently announced an international partnership for Twitter Amplify that kicks off with the EMAs.
Mark Swift, a top executive at the Be Viacom multi-national ad sales group of Viacom International Media Networks, said: "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: "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 [which] reach new fans via promoted tweets; and great for brands [which] get a two-screen tool to host the social conversation as it happens."
- This article originally appeared in THR.com.