During Sunday's MTV VMAs, MTV dedicated a production truck solely to advertisers who were creating live ads speaking to the buzziest moments of the show. Advertisers taking part included Pepsi-Cola, Verizon Wireless, Unilever, Kia, and CoverGirl.
Said Stephen K. Friedman, president of MTV, “We are really beefing up the infrastructure. Our advertiser partners and sponsors want to be part of the conversation [and] capitalize on combustible moments."
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