The campaigns will combine Tumblr’s suite of ad products with custom content developed by Viacom.
Media company Viacom and microblogging platform Tumblr have teamed up to deliver co-branded content campaigns during the 2014 Upfront Season for advertisers on Tumblr.
According to a release, the campaigns will combine Tumblr's suite of ad products with custom content developed by Viacom that will connect to shows and events from Viacom networks such as MTV, VH1, CMT, Nickelodeon, Comedy Central, TV Land and Spike.
Viacom says it is the first television programmer to forge an advertising partnership with Tumblr and will be the only network group to offer co-branded campaigns to partners throughout the 2014 Upfront Season.
The partnership will launch "as early as" the 2014 MTV Movie Awards on April 13. According to the release, before, during and after the Movie Awards, MTV will post interactive content to Tumblr that connects to the show, such as images, videos and animated .gifs. The content will showcase categories, presenters, nominees and winners, as well as "its most over-the-top and buzzworthy moments and performances," Viacom says.
"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," said Jeff Lucas, Viacom's head of music and entertainment sales, in a statement. "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 says it has more than 40 blogs and 3 million followers on Tumblr and the new partnership strengthens its Viacom Echo Social Media Network, a service through which Viacom says it "develops creative campaigns for clients and engineers their extension across social media and measurable earned media."
According to the release, the 2013 MTV Movie Awards generated more than three million mentions across social media from more than 1.1 million unique users. In addition, the 2013 Best Hero category, which was decided by fans, attracted 3.5 million votes.
"Viacom is a natural partner for us," said Lee Brown, global head of brand partnerships at Tumblr, in a statement. "They embraced our platform at an early stage and immediately got what we were all about: telling great stories and connecting with a super-engaged community of fans. We are thrilled to extend our partnership during this year's Upfront to provide our users with even more compelling content to interact with and reblog."
Join the Industry's Leading eCommerce & Direct Marketing Experts in Chicago
ClickZ Live Chicago (Nov 3-6) will deliver over 50 sessions across 4 days and 10 individual tracks, including Data-Driven Marketing, Social, Mobile, Display, Search and Email. Check out the full agenda and register by Friday, Oct 3 to take advantage of Early Bird Rates!
Lisa Lacy is senior staff writer at ClickZ. In addition to ClickZ, her work has appeared in The Huffington Post, The Luxury Spot, LearnVest, MarthaStewart.com, GoodHousekeeping.com, amNewYork, and The Wall Street Journal. She's a graduate of Columbia's School of Journalism.
IBM Social Analytics: The Science Behind Social Media Marketing
80% of internet users say they prefer to connect with brands via Facebook. 65% of social media users say they use it to learn more about brands, products and services. Learn about how to find more about customers' attitudes, preferences and buying habits from what they say on social media channels.
An Introduction to Marketing Attribution: Selecting the Right Model for Search, Display & Social Advertising
If you're considering implementing a marketing attribution model to measure and optimize your programs, this paper is a great introduction. It also includes real-life tips from marketers who have successfully implemented attribution in their organizations.
September 23, 2014
September 30, 2014
1:00pm ET/10:00am PT
October 23, 2014
1:00pm ET/10:00am PT