Paramount is pulling out all of the stops to make the 2025 VMAs larger than ever, together with placing the MTV broadcast on CBS for the primary time, having an NFL lead-in from the Inexperienced Bay Packers and Detroit Lions, and bringing in acts reminiscent of Girl Gaga, Alex Warren, and Sabrina Carpenter.
However even with all that, the manufacturers is likely to be the performers of the night time.
For the Sept. 7 present, hosted by LL Cool J, Paramount has lined up 30 advertisers (19 of that are new), eight customized advertising companions, and 145 distinctive items of branded content material throughout its platforms. The corporate can be using new programmatic streaming items that embed present footage in advertisements throughout social and will probably be showcasing 11 minutes and 15 seconds of in-show branded content material—eclipsing the 8 minutes of branded content material the present had in 2024.
Based on John Halley, Paramount’s advert gross sales chief, the model enthusiasm stems from the facility of reside occasions, which is “at an all-time excessive” and noticed sturdy demand within the upfront.
“The truth is that in the event you had a sports activities portfolio, in the event you had an enormous tentpole portfolio, [advertisers] have been diving in on that,” Halley stated. “And really, stage one of many upfront moved earlier and far quicker than we thought due to these coveted properties.”
However even with the extra branded content material, don’t count on the VMAs to really feel like a gross sales pitch. Based on Matthew Newcomb, SVP of activation and built-in advertising at Paramount Model Studio, the story got here first.
“The model integration and partnership part begins on the identical time the present improvement does. It’s now not backing into locations to promote,” Newcomb stated. “We’re co-developing the customized inventive in parallel with the present editorial.”
With natural integrations in thoughts, the inventive executions embrace a one-of-a-kind MrBeast aerial stunt within the pre-show, a mysterious integration with a presenter that blends the industrial into the present, and Sabrina Carpenter teaming up with Dunkin’ on a brand new marketing campaign.
Right here’s what to anticipate:
Pink Bull
The VMAs are teaming with MrBeast and Pink Bull athletes for a 2-minute aerial stunt, with MrBeast facilitating issues from the crimson carpet and selling the occasion throughout social. Although Dario Spina, CMO, Paramount Model Studio, performed coy in regards to the precise particulars, the stunt will someway contain helicopter aerobatics as Pink Bull athletes race to ship the Moon Particular person trophy to the VMAs at UBS Enviornment.
Spina, who spoke with ADWEEK whereas a part of the MrBeast inventive was being filmed, famous the stunt is going on in “document time,” coming collectively simply weeks earlier than the present, which made getting air clearance “a bear.”
“[MrBeast] needed to be eager on making a second occur proper earlier than the present, and we in a short time—surprisingly—coalesced round a stunt and the way he might actually make a stunt occur with VMA IP,” Spina stated, including, “It’s been a real collaboration.”
Bacardi Rum
In its third 12 months on the VMAs, Bacardi returns because the spirits accomplice, bringing collectively its “Music Liberates Music” initiative with MTV Push to assist assist rising artists. The model will sponsor the Push Efficiency of the 12 months and a “Energy Hour” throughout the VMA voting interval. As well as, viewers can count on 90 seconds of economic time devoted to rising artists Justine Skye, Amaarae, and Kyle Dion.
“Music has at all times been on the coronary heart of Bacardi’s story, and embarking on a third-year partnership with MTV and Paramount for the VMAs additional strengthens that connection,” Lisa Pfenning, VP of Bacardi North America, stated in a press release.
In the meantime, the model additionally aired a 30-minute MTV Stay livestream throughout VMA week, with clips being repurposed and shared. Plus, Bacardi may have an execution with Capitol Information’ Carter Gregory and singer Shenseea by means of Paramount’s POVMA digital stream.
On-site, attendees can count on a Pink Carpet Fan Pit activation and bespoke in-venue bars serving specialty cocktails, together with the official cocktail of the VMAs, the Moonwalk Mojito. (Newcomb famous {that a} previous cocktail, the Mojito Mo Issues, even outsold hen fingers at UBS Enviornment, which he stated occurred for “the primary time ever.”
Burger King
Returning to the VMAs for a sixth 12 months, Burger King is bringing its Frozen Cotton Sweet Cloud drink, “a nostalgic taste that’s all about enjoyable and making reminiscences,” based on Jennifer Carroll, senior director of media at BK U.S. and Canada.
Viewers can count on a 90-second industrial that includes the Frozen Cotton Sweet Cloud throughout three eras, going from the ’90s to the 2010s. Plus, the model is bringing giveaways, samples, and a crimson carpet dance contest that includes Love Island’s Ace Greene.
Doritos
Tortilla chip aficionado Doritos will sponsor the Prolonged Play Stage, which includes a reside broadcast with refreshed branding. Doritos can be utilizing 60 seconds of advert time for customized inventive in the primary present with Connor Wooden and Brooke Averick. Plus, there’s in-venue sampling and, returning for the third time, a POVMA social integration through the behind-the-scenes perspective of mascot Chippy.
“This activation is greater than a typical sponsorship—it’s a press release about how Doritos exhibits up the place tradition is going on in actual time,” Chris Bellinger, CCO, PepsiCo Meals U.S., stated in a press release.
Beneath Armour
Along with Beneath Armour becoming a member of the VMAs for the Finest Collaboration class, the corporate can be creating the primary VMAs halftime present with artist Gunna.
Beneath Armour will showcase 60 seconds of advert time transformed to customized inventive for the present, two 30-second commercials in lead-up NFL video games, a customized pre-show teaser with Gunna, and POVMA content material.
The Common
Via sponsorship and a present presence, The Common is partnering with the VMAs to showcase rising stars Lil Q, Nevrmind, and Blaccmass, who’re using The Common Sound Studio, a brand new initiative that gives entry, mentorship, and a platform for upcoming expertise.
Viewers can count on 90 seconds of economic time transformed into branded content material within the present, on-air and crimson carpet moments, and customized promos driving VMAs tune-in.
Dunkin’
Paramount is staying “tight-lipped” about its Dunkin’ integration, based on Newcomb, however the exec famous that the model is doing an in-show integration for its Strawberry Dragonfruit refresher and will probably be launching a marketing campaign with Sabrina Carpenter, who can be performing.
“We actually choreograph the present moments with the advertiser moments so that they really feel like an entire connection and completely seamless, which you’ll see with what we’re doing with Dunkin’,” Newcomb stated.
See the 2025 VMAs on Sunday, Sept. 7, at 8 p.m. ET on CBS, Paramount+, and MTV.
