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."
Want to learn more? Join us at ClickZ Live New York 2015
[ALERT] Super Saver Rates Expire January 30. With over 15 years of experience delivering industry leading events, ClickZ Live brings together over 50 expert speakers to deliver an action-packed, educationally-focused agenda covering all aspects of digital marketing. Quick! - Register today to secure your place at the best rate.
In addition to ClickZ and Search Engine Watch, Lisa's 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.
Singapore, 5-6 March
Bangkok, 17-18 March
Hong Kong, April 2015
Google My Business Listings Demystified
To help brands control how they appear online, Google has developed a new offering: Google My Business Locations. This whitepaper helps marketers understand how to use this powerful new tool.
5 Ways to Personalize Beyond the Subject Line
82 percent of shoppers say they would buy more items from a brand if the emails they sent were more personalized. This white paper offer five tactics that will personalize your email beyond the subject line and drive real business growth.
January 29, 2015
1:00pm ET/10:00am PT