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Viacom launches 'first social TV activation' across multiple brands with Pepsi

Another unique brand activation has hit TV, this time touching multiple properties across Viacom Media Networks (VMN). This partnership is especially interesting because the core of the campaign will happen via hashtag-based contests that will then be featured on TV spots and in shows across CMT, VH1, Comedy Central and MTV. We spoke with Rachel Baumgarten, MTV Music Group’s SVP of Integrated Marketing about the major partnership.

The “summer” partnership as Pepsi’s release describes, builds on their major concert-series partnership that was announced earlier with Twitter. Fans tweeting at MTV channels will get the chance to win tickets to some of the concerts that will be live-streamed via Pepsi’s Twitter page. MTV and the VMN brands are going beyond showcasing their 100 million plus likes, they’re now offering advertisers activations that rely on social.

With Twitter’s new in-tweet video features that networks are trying out, it seems there may actually be a time in the not-too-distant feature where you can actually watch live TV on Twitter.

Lost Remote: How is this campaign unique to Viacom? Is it the first social TV activation across multiple brands?

Rachel Baumgarten: Yes, this campaign is the first social TV activation that crosses multiple brands within Viacom on behalf of an advertising partner. The program is based on consumer research insights that tell us that millennial’s are capturing their lives, days, even moments through photography and sharing those images socially. Viacom and Pepsi are rewarding this consumer behavior with exclusive, money-can’t-buy prizes all summer long including having their photos featured digitally, on-air and attending summer concerts and events like the MTV Video Music Awards.

LR: How did it come together? Which partners, agencies, platforms are involved?

Baumgarten: The program came together after Pepsi and their agencies briefed Viacom on their new global brand positioning and messaging, Live For Now. We worked closely with OMD’s Content Collective group as well as their buying and digital teams to develop the program architecture and prizing. Many departments and teams within Viacom collaborated on the development and execution of the program including digital, mobile, social, on-air promos, event production, Integrated Marketing and ad sales.

LR: What are some of the goals of the campaign?

Baumgarten: Encourage viewers of MTV, VH1, Comedy Central and CMT to get into the Live For Now mindset and share their NOW using channel specific, branded hashtags. Collectively we want to inspire and create a movement by having user imagery motivate others to get involved and make LIVE FOR NOW a viral and collaborative “event” this summer.

LR: How will it help Pepsi tap into Viacom’s combined social influence? Will there be any traditional TV components?

Baumgarten: This program taps directly into the massive social following that each Viacom media network has with an unprecedented amount of social support from each channels’ twitter handles. We are tweeting about the program and retweeting pictures that used the VMN created branded hast tags and demonstrate the NOW mindset.

There will be traditional TV components that highlight photos across our networks including:

– Weekly shows – CMT Top 20 Countdown, VH1′s Top 20 Countdown and VH1′s Big Morning Buzz Live

– Tentpole events – CMT Music Awards, MTV Video Music Awards

– Specials – Colbert Summer Music Week

– Co-branded spots running on MTV and Comedy Central

– MTV/VH1 News short form content highlighting Pepsi Summer Concert events

Check out our inside looks at NBCU’s Unilever activation and AT&T’s extension of Fox’s Touch for more social TV brand integrations.

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