UK styling brand VO5 has teamed up with The Brit Awards 2014 to become the first brands in the UK to use Twitter’s ‘Amplify’ program to spur fan engagement across the social network.

This year, the BRIT Awards is being broadcast live on ITV in the UK on February 19 and in a bid to increase awareness, sharing and general virality of the event, 60-90 second video clips from the live show will be posted via the Brit Awards 2014 official Twitter channel. Co-sponsoring the campaign is VO5, which has custom-branded pre- and post-roll clips for each video shared in this way.

As well as providing highlights from the night, the videos will also include highlights from before and after the ceremony and perfomances. Naturally, you can expect all manor of custom hashtags, in-video banners and promoted tweets to all play a part in the proceedings too. Something a little like below, but for music at the BRIT Awards.

In addition to the promoted Twitter activity, VO5 has also created  an interactive hub and collaborative user-generated playlist on Spotify. Ads will also run across Spotify, driving yet more people to the VO5 hub with the chance of winning prizes like a year of Spotify Premium or a year’s supply of VO5 products, or at least that’s the idea. While some previous campaigns have included a small amount of content aimed at the UK, this is the first specific UK deal with a UK content owner and advertiser, a Twitter spokesperson told us.

Since launching Twitter Amplify in May last year with 12 brands, Twitter is now working with more than 30 companies to deliver real-time, in-tweet video clips and the associated marketing, including the French TV channel TF1. However, many of the remaining companies are US-based, like ESPN and the US Tennis Association, so it’s good to see Twitter making some headway with enticing more brands to use Amplify for audiences outside of the US.

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