Its theme -- "Made Here. Lives Everywhere" -- looks to leverage all the company’s media brands, talent and creativity.
“What we create is lives everywhere in culture,” says Ross Martin, executive/vice president of marketing strategy and engagement for Viacom. “Our content is being consumed in more ways than ever before.”
Creative elements in its campaign will feature everything from models wearing SpongeBob apparel that appeared on a fashion runway in Milan to tattoos inspired by RuPaul, as well as grown men attending hockey games in “Teenage Mutant Ninja Turtles” costumes.
Viacom will also show off some key statistics, especially with regard to digital platforms: Comedy Central’s “Key & Peele” has over 1 billion views on YouTube; Nickelodeon’s “SpongeBob” has 115 million fans on Facebook; and MTV's “Video Music Awards" pulled in over 63 million social media interactions during last year’s show.
Elements of a popular sketch on “Key & Peele” -- The Substitute Teacher -- will find their way into the campaign, as well as BET’s “Being Mary Jane.”
The campaign, which was created in-house, started this week in business trade publications’ digital platforms and out-of-home advertising in New York City, as well as a new ViacomEverywhere.com Web site.
Viacom will also feature a large collection of fan art that will be displayed in the company’s New York headquarters.
Viacom's effort comes amid a significant financial write-down for the company -- $785 million -- as well as a sizable trimming of its staff and a reshuffling its some of its senior executives.