VH1 and BuzzFeed last week announced a new partnership that entails VH1 working with BuzzFeed to produce original, branded video and editorial. The first collaborative video between the two partners aired last Monday on VH1 to promote the upcoming season of ‘Couples Therapy with Dr. Jenn.’
The custom content can be found at http://www.buzzfeed.com/vh1 and already includes posts such as “How Long Will Your Next Relationship Last,” “Signs You Need Couples Therapy,” and “14 Ways to Move On After Your Breakup.”
“VH1 is our long-standing partner and embraces the importance of web culture and social advertising. Branded video is the future and we are thrilled to collaborate with them to promote their upcoming fall lineup,” said Ashley McCollum, VP of Business Development and Communications, BuzzFeed.
VH1 has turned to BuzzFeed in the past for ”Candidly Nicole,” ‘LeAnn & Eddie,’ and ‘Hit the Floor,’ but not at the same scale as for ‘Couples Therapy.’ The ‘Couples Therapy’ campaign is a full-circle TV, social and digital one, and will be promoted heavily on-air and across the network’s digital platforms. Last week, we covered another way that the show is is attempting to reach a wider audience — a partnership with Whisper, the anonymous social confession app, that will allow fans to ask Dr. Jenn relationship questions and will be the basis for an online companion series and further on-air integration.