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Even before the VMAs kick off tonight, partners such as Toyota, Burger King and more are looking like the big winners.
Unlike the Emmy Awards, which are delayed due to the writers and actors strikes, the VMAs are going off without a hitch today, and partners are dedicating more inventory to long-form custom creative TV advertising than ever, according to Paramount.
For this year’s event, the Paramount Brand Studio team created more than 200 custom creative assets, which will be delivered in collaboration with agency and brand partners across screens, social platforms, and influencer and consumer touch points, including retail and dining. There are 30 new and returning brands this year as well as 22 main show units that were converted into branded content, according to Dario Spina, CMO of Paramount Brand Studio.
“This year there was an editorial focus on delivering a live, multi-faceted programming experience that places fans in the middle of everything,” Spina told Adweek. “We are providing even more content for fans to enjoy and engage with one of pop culture’s biggest nights on every social platform—from short-form stories with talent and behind-the-scenes footage of artist rehearsals to offering fans the chance to control what they see from different vantage points throughout the show.”
The show is bringing in new tech to give audiences access from multiple co-viewing livestream options, with a POV model that shifts from fly-on-the-wall angles to closer views, all while advertisers have the chance to get involved.
Spina said Doritos and Toyota are along for the ride for the co-viewing experience, with Doritos serving as a returning partner for the Extended Play Stage. The stage features in-show VMAs performances while encouraging fans to try other angles using social media, scanning a QR code to access the livestreams and see backstage.
Meanwhile, Toyota is back for a fifth year as a partner and first-time sponsor of the Video Vanguard Award, with this year’s honor going to Shakira. The company is showcasing its all-new Toyota Prius and celebrating the award through a 90-second, in-show creative.
