Programming & Performance

MTV VMAs Will Feature Over 6 Minutes of Branded Content From Toyota and Pepsi

Viacom looks beyond the usual commercial break

Lizzo smiling in a denim jacket and red corset on a blue background
Lizzo is one of several artists paying tribute to Missy Elliott in a Pepsi branded content spot airing during the VMAs.Pepsi
sara.jerde
By Sara Jerde

Mark your calendar for Mediaweek, October 29-30 in New York City. We’ll unpack the biggest shifts shaping the future of media—from tv to retail media to tech—and how marketers can prep to stay ahead. Register with early-bird rates before sale ends!

This year’s MTV VMAs are rethinking branded content. The 2019 Video Music Awards will feature in-show integrations, experiential pop-ups and more innovations that use the name power of some of the biggest brands to celebrate VMA artists.

The VMAs—airing tonight on MTV—will feature more than six minutes of branded content from Toyota and Pepsi, who opted for a more integrated approach as opposed to traditional 30-second spots. It’s the most branded content to ever appear in a single telecast from parent company Viacom.

AW+

WORK SMARTER - LEARN, GROW AND BE INSPIRED.

Subscribe today!

To Read the Full Story Become an Adweek+ Subscriber

View Subscription Options

Already a member? Sign in

sara.jerde

Sara Jerde

Sara Jerde is publishing editor at Adweek, where she covers traditional and digital publishers’ business models. She also oversees political coverage ahead of the 2020 election.

Recommended videos