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Viacom, Tumblr partner to launch co-branded campaigns for shows

MUMBAI: In a partnership that signifies the growing importance of social media platforms for television broadcasters to reach out to audiences, Viacom has entered into an exclusive partnership with Tumblr to deliver co-branded content campaigns during the 2014 Upfront Season for advertisers on Tumblr.

The campaigns will combine Tumblr’s suite of ad products with custom content developed for the Tumblr platform by Viacom. The content will connect to the most popular shows and events across Viacom’s portfolio, which includes MTV, VH1, CMT, Nickelodeon, Comedy Central, TV Land, Spike and more.

Viacom is the first television programmer to strike an advertising partnership with Tumblr and will be the only network group to offer co-branded campaigns to partners worldwide throughout the 2014 Upfront Season.

The partnership will launch as early as the “2014 MTV Movie Awards,” before, during and after which MTV will post images, videos, animated gifs and other interactive content to Tumblr that connects to the show.

The content will showcase everything from “Movie Awards” categories, presenters, nominees and winners, to its most over-the-top and buzzworthy moments and performances. The “2014 Movie Awards” will air live on Sunday, 13 April at 9/8c on MTV. It premieres in Asia on Monday, 14 April at 8 pm (WIB), 9 pm (SIN/HK/PH) and 10 pm (MAL).

“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. 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,” said Viacom Media Networks Head of Sales, Music and Entertainment Jeff Lucas.

“Viacom is a natural partner for us. 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,” said Tumblr Global Head of Brand Partnerships Lee Brown.

With more than 40 blogs and 3 million followers across Tumblr, Viacom has been tapping into the network’s audience since 2009. Viacom’s partnership with Tumblr strengthens its recently launched Viacom Echo Social Media Network, a service offering through which Viacom develops creative campaigns for clients and engineers their extension across social media and measurable earned media.