San Francisco—Twitter Inc. has signed Viacom Inc. to its Amplify advertising program to deliver sponsored video tweets about TV shows that are expected to have strong organic tweet volume.
The partnership will kick off with Viacom's “MTV Video Music Awards” Aug. 25. The 2012 show garnered more than 52 million tweeted votes for its Most Shareable Video poll; the show overall generated 14.7 million tweets, The Wall Street Journal reported.
Twitter has made a strong effort this year to leverage TV social buzz in support of sponsored tweets. Last month the company announced
a partnership with sports network ESPN to sell ads inside video clips shown on Twitter. In February Twitter bought
social TV analytics company Bluefin Labs, which uses social media commentary to measure viewer engagement with TV shows and advertisements.