Twitter plugs into the MMVAs pre-show

The social platform's first streaming deal with a Canadian partner will feature advertisements from Wendy's and Virgin Mobile.

Twitter has signed on to be the exclusive live broadcaster of the pre-show for the 2017 IHeartRadio Much Music Video Awards on June 18, the result of a partnership between Twitter Canada and Bell Media.

While Twitter has invested heavily in live-streaming partnerships in the last several years, unveiling 16 new exclusive live streaming deals at this year’s New Fronts, this is the first live-streaming deal with a Canadian media partner.

From 6:30 p.m. to 8 p.m. on show night, viewers can tune into Twitter for the live show, hosted by Much Digital Studio creators Alayna Fender (178,000 YouTube subscribers), Dan Rodo (366,000 subscribers), Marlon Palmer (174,000 subscribers) and Michael Rizzi (128,000 subscribers).

Wendy’s Canada and Virgin Mobile Canada will both sponsor the live-stream, with 30-second mid-roll advertisements airing throughout. The brands will also be part of Twitter’s Amplify program following the broadcast, re-streaming some of the key moments through paid promotion.

On top of the digital star power of the pre-show hosts, Twitter head of sales Ivan Pehar said the awards always lend themselves well to social media conversation. According to stats provided by Twitter, there were more than 425,000 tweets about last year’s program during the red carpet show and the awards broadcast. The most-tweeted moment of the show was when Fifth Harmony won Most Buzzworthy International Artist or Group, which saw reactions flow at 3,700 tweets-per-minute.

“The data we had on the show really drove the decision-making,” said Pehar. “We worked very hard to identify an event or a show that has a distinct following on Twitter.”

Last year’s television broadcast of the IHeartRadio MMVAs pulled in 668,000 viewers (AMA 2+), according to Numeris.