VMAs Brings together Burger King, Toyota and More as Partners – Adweek
Even before the VMAs begin tonight, partners like Toyota, Burger King and others appear to be the big winners.
Unlike the Emmy Awards, which were postponed due to the writers’ and actors’ strike, the VMAs go off without a hitch today, and partners are allocating more inventory to long-form creative custom TV spots than ever before, 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, influencer and consumer touchpoints, including retail and dining. There are 30 new and returning brands this year as well as 22 major display units that have been converted into branded content, according to Dario Spina, director of marketing at Paramount Brand Studio.
“There was an editorial focus this year on delivering a live, multi-faceted programming experience that puts fans at the center of everything,” Spina told Adweek. “We’re providing more content for fans to enjoy and engage with one of pop culture’s biggest nights on every social platform – from short stories featuring talent and behind-the-scenes footage of artist rehearsals to giving fans the opportunity to control what they see from different perspectives throughout the show.
The show brings new technology to give audiences access through multiple live streaming options for co-viewing, with a POV model that switches from fly-by angles to closer viewpoints, all while advertisers have the opportunity to participate.
Spina said Doritos and Toyota are on board for the shared viewing experience, with Doritos serving as a returning partner for the extended play phase. The stage features the VMAs within the show with fans encouraged to experience other angles using social media, scanning a QR code to access the live stream and watch behind the scenes.
Meanwhile, Toyota returns for its fifth year as a partner and sponsor of the Video Vanguard Award for the first time, with this year’s honor going to Shakira. The company is displaying the all-new Toyota Prius and celebrating the award through a 90-second creative presentation inside the exhibition.
After first partnering with the VMAs in 2019, Burger King will return as presenting partner for Video of the Year. This year, the company has teamed up with DJ Steve Aoki, a former Adweek cover star, to release a reimagined version of the brand’s “Whopper Whopper” song and a music video that will premiere during the VMAs. The music video is being featured on a Times Square billboard, and the social content also comes from Burger King and Aoki’s social media accounts.
To further promote the remix, Burger King has partnered with 10 dance influencers who will post sponsored content featuring special choreography following the awards ceremony. The company is also hosting a “Whopper Whopper Remix Photo Opper” activation at the official VMAs Block Party with a photo op and giving 50 fans the chance to win a special prize package with VMA swag.
Mars, another returning partner, will bring M&M’s to the VMAs, partnering with the brand to present a viewer-chosen Song of the Summer award. As part of the partnership, the company worked closely with Paramount Brand Studio and artist Steven Sanchez on a custom performance.
The company will also bring on Orbit Gum as a returning sponsor for Last Looks, the first stop on the celebrity pink carpet. Throughout the night, talent and MTV will be rolling out their Last Looks content courtesy of the brand. The partnership will be supported by integration with MTV’s digital series Phone Raiders, a 30-second promo, a red carpet theme song, and a custom Snapchat lens.
“From instilling confidence as attendees get ready for the red carpet and serving up their best looks of the evening with Orbit Gum to celebrating the ways music unites people, with M&M’S sponsoring the Viewers’ Choice Song of the Summer award and a special performance by artist Steven Sanchez, we are… Mars Wrigley North America: “We are thrilled to play a part in this cultural event that is sure to be a night to remember.”
Additionally, Bacardi, a first-time VMAs partner — as well as its first spirits partner — pays tribute to 50 years of hip-hop with an experiential Bacardi Vintage pop-up, including a limited-edition VMAs bottle and signature cocktails. , a consumer sweepstakes and custom 60-second creative remixing popular tracks that have paid tribute to Bacardi over the decades, featuring Don Toliver and DJ Premier.
The venue is set to start the VMAs.
“We are honored to be the first-ever spirit partner of the MTV VMAs, especially during the 50th anniversary of hip-hop,” said Lisa Pfenning, Vice President of the Americas at Bacardi Rum. “Bacardi has long been an integral part of hip-hop culture, inspiring some of the most memorable lyrics, moves and music video moments by artists who have helped define multiple generations.”
According to Spina, the partnerships are about putting brands in the best pop culture moments at the VMAs.
“Partners are truly a part of making cultural moments, and we’re here to help quickly track, create and curate that experience for them. For consumers, our north star is building activations and execution that add value to the show and feel like seamless, organic extensions of the show experience,” Spina said. “It will be a great night of entertainment and music.”