VO5 and Brit Awards enter Twitter video partnership

VO5: ties up with the Brits to give fans exclusive video of the awards via Twitter
VO5: ties up with the Brits to give fans exclusive video of the awards via Twitter

VO5 and the Brit Awards have become the first UK brands to use Twitter's Amplify programme, with a partnership offering music fans exclusive video content from the star-studded ceremony tomorrow night.

Unilever-owned VO5 is sponsoring the Brits’ official Twitter player and will feature in three- to eight-second pre- and post-roll clips, during 60- to 90-second video tweets.

The player is provided by Twitter Amplify, a newly launched sponsored content service from the social media giant. The player will carry videos highlights from before, during and after the awards ceremony.

The Brits take place tomorrow evening, when the event will be aired live on ITV. The awards will feature live performances from acts including Arctic Monkeys, Bruno Mars, Pharrell Williams, Lorde, Disclosure and Katy Perry.

The partnership also features VO5 teaming up with Spotify. The online music service will host an interactive hub and user-generated playlist and carry ads with a click-through to a VO5 hub, where users can enter a competition to win a year’s supply of VO5 products or a year’s Spotify Premium account.

Users will be invited to enter a song of their choice to the Ultimate VO5 playlist hosted by Spotify, and will receive a suggested hairstyle to match their choice of music, and a video showing them how to achieve the style.

Traffic will also be driven through customised hashtags, links to the VO5 website, in-video banners and promotional video tweets.

Olivia Kirby, Unilever UK’s VO5 brand manager, said: "VO5 isn’t just about facilitating great hair, but being at the vanguard of technological innovation, hence our passion to work with The Brit Awards 2014 to create the first ever UK Twitter Amplify programme.

"The partnership provides an excellent new platform to reach our target audience through leveraging engaging, timely, snackable clips to drive live conversation."

Last month, Brits sponsor MasterCard announced it had recruited Kylie Minogue to lead its Priceless campaign, after renewing its headline sponsorship of the awards for a further three years.


Before commenting please read our rules for commenting on articles.

If you see a comment you find offensive, you can flag it as inappropriate. In the top right-hand corner of an individual comment, you will see 'flag as inappropriate'. Clicking this prompts us to review the comment. For further information see our rules for commenting on articles.

comments powered by Disqus
Brand Republic Jobs

subscribe now


John Lewis walks consumers through its history to celebrate 150 years of business
Waitrose boosts content strategy with 'Weekend Kitchen with Waitrose' C4 tie-up
Hottest virals: Cute puppies star in Pedigree ad, plus Idris Elba and Fruyo
Amnesty International burns candles to illuminate new hope
Toyota achieves the impossible by calming angry Roman drivers
Tom of Finland's 'homoerotic' drawings made into stamps
YouTube reveals user habits to appeal to 'older' marketers
Ex-M&S marketing chief Steven Sharp consulting at WPP
Wolff Olins reveals new CEO after Apple poaches Karl Heiselman
Glasgow offers £30,000 prize to best digital idea for 2014 Commonwealth Games
Google's revenues surge but shares drop as it grapples with transition to mobile
Facebook beats Twitter to most 'marketing friendly' social media site crown, says DMA
Fableists believe children like Finn should be outdoors enjoying life
Homebase, Baileys and Camelot join the line-up at Media360
MasterCard renews Rugby World Cup sponsorship to push cashless message
Lynx unleashes £9m 'Peace invasion' campaign
Social Brands 100 Youth: Pizza Hut most social youth brand in UK
Cheryl Cole is wild and arresting in new L'Oreal work
Morrisons told not to show alcohol ads during YouTube nursery rhymes
O2 head of brand Shadi Halliwell departs after 23 years at company in restructure
Tesco hit by further sales decline as it turns to digital Clubcard and social network
Branding guru Wally Olins dies aged 83
Duracell short film captures epic Transatlantic voyage
Ash runs Tinder experiment to show smokers are less desirable to opposite sex
British Airways teams up with Gerry Cottle Jnr for summer of rooftop film screenings
Arklu says 'girls can be superheroes too' with doll design competition
Coke enters squash market with Oasis Mighty Drops
Virgin Galactic signs up Land Rover as space flight sponsor
Motorola marketer Andrew Morley departs as Google gears up for sale to Lenovo
US Airways apologises after tweeting obscene image at a customer