Fresh off settling a lawsuit with Google Inc., Viacom is partnering with Tumblr for social campaigns that complement its TV networks, which include MTV, VH1, Nickelodean, and Comedy Central.
The partnership will launch as early as the “MTV Movie Awards,” which airs April 13. MTV will integrate promotional content onto Tumblr, including images, videos, and animated GIFs. The content will showcase everything from “Movie Awards” categories, presenters, nominees and winners, to historic, buzzworthy moments.
“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, Head of Sales, Music and Entertainment, Viacom Media Networks.
“Viacom is a natural partner for us,” said Lee Brown, Global Head of Brand Partnerships at Tumblr. “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.”
This is a big move for Tumblr, who we wrote about in 2012, asking if TV companies should start taking the platform seriously. With Yahoo acquiring them in 2013, Tumblr continues to build as a major social TV player.
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