• by Gavin O'Malley  @mp_gavin, May 15, 2014

Building on an existing pact, Pizza Hut has signed on to sponsor Viacom Music Group’s cross-media coverage of this year’s Hangout Music Fest.

A good thing -- because the media giant never considered another partner for the event, according to Mark McIntire, SVP of integrated marketing at Viacom.

“We built this [initiative] exclusively for the Pizza Hut brand, and the idea of discovery,” McIntire said on Wednesday.

Festival coverage will be available on a Discover Great microsite, which is connected directly to MTV, MTV2, VH1, and the all-country CMT. The site is blanketed with Pizza Hut display advertising.

The entire festival will be streamed live from various vantage points, which viewers can customize with the device of their choosing. In addition, special programming blocks will be offered on-air, online and on mobile.

Viacom is also leveraging Twitter Amplify, which McIntire said is the first instance of the service being used to support a real-world event.

Prior to a national rollout, Pizza Hut also plans to soft launch its new BBQ pizza at the festival. To support the effort, festival goers can expect a pizza truck, branded stages, custom screen-printed shirt giveaways, charging stations, and a photo booth.

Viacom and Pizza Hut also recruited a “fan correspondent” to interview select artists at the show.

For the entire show, a real-time feed will pull in select Hangout content into MTV, VH1 and Palladia’s Twitter, Instagram, Tumblr and editorial coverage. The show’s official hashtags include #hangoutfest and #pizzahutbbq.

The feed will also feature updates from social media correspondents, including iJustine, Logan Paul and Sam Pepper. Behind-the-scenes social coverage should make its way to Twitter, Instagram, Tumblr and Snapchat.

Additional festival sponsors include Mitchum, Spotify, and the Weinstein Co. romance “Begin Again.”

Viacom helped the pizza brand debut its Discover Great program at the festival last year. In 2013, Viacom Music Group entered into a three-year deal with Hangout to broadcast the show to a national audience.