Sep 01, 2020
Original, custom brand campaigns keep fans engaged during the annual award show.
When the 2020 Video Music Awards opened to The Weeknd, singing from a deck towering above Manhattan captured by swirling drones and strobing spotlights, it was a moment of triumph. It was the start of a celebration of the year in music, pop culture, and creativity for fans, artists—and marketers.
With 44 minutes of branded programming across all screens and social, our brand partners were an integral and engaging part of the VMAs multiplatform production. Velocity, ViacomCBS’ branded content studio, collaborated with our clients to create branded campaigns that weaved seamlessly into the show. This approach enables advertisers to transcend traditional 30-second spots with native storytelling that drafts off of the key editorial moments within the show and that entertains viewers through a shared love of music. It enhances the overall consumer experience by reducing the commercial load, and also creates new emotional connections and touchpoints in a time when the world is more disconnected than ever. The holistic content campaigns extend beyond TV to drive conversation across the linear, digital, and social landscape.
Given the state of disruption due to the pandemic, many advertisers assumed that they would need to run existing commercials during the event. They thought it would be impossible to create quality branded content and integrated storytelling given the necessary production limitations. However, Velocity was determined to make it happen.
And as a result, four major advertisers turned over the entirety of their traditional commercial inventory to branded content produced by our in-house studio.