Even earlier than the VMAs kick off tonight, companions corresponding to Toyota, Burger King and extra are wanting like the large winners.
Not like the Emmy Awards, that are delayed as a result of writers and actors strikes, the VMAs are going off with no hitch immediately, and companions are dedicating extra stock to long-form customized inventive TV promoting than ever, in line with Paramount.
For this 12 months’s occasion, the Paramount Model Studio crew created greater than 200 customized inventive belongings, which can be delivered in collaboration with company and model companions throughout screens, social platforms, and influencer and shopper contact factors, together with retail and eating. There are 30 new and returning manufacturers this 12 months in addition to 22 fundamental present models that have been transformed into branded content material, in line with Dario Spina, CMO of Paramount Model Studio.
“This 12 months there was an editorial concentrate on delivering a reside, multi-faceted programming expertise that locations followers in the course of the whole lot,” Spina advised Adweek. “We’re offering much more content material for followers to get pleasure from and interact with one of popular culture’s greatest nights on each social platform—from short-form tales with expertise and behind-the-scenes footage of artist rehearsals to providing followers the possibility to regulate what they see from completely different vantage factors all through the present.”
The present is bringing in new tech to provide audiences entry from a number of co-viewing livestream choices, with a POV mannequin that shifts from fly-on-the-wall angles to nearer views, all whereas advertisers have the possibility to become involved.
Spina mentioned Doritos and Toyota are alongside for the journey for the co-viewing expertise, with Doritos serving as a returning associate for the Prolonged Play Stage. The stage options in-show VMAs performances whereas encouraging followers to attempt different angles utilizing social media, scanning a QR code to entry the livestreams and see backstage.
In the meantime, Toyota is again for a fifth 12 months as a associate and first-time sponsor of the Video Vanguard Award, with this 12 months’s honor going to Shakira. The corporate is showcasing its all-new Toyota Prius and celebrating the award by means of a 90-second, in-show inventive.
