MTV is getting ready to rock ‘n’ roll for the 2010 MTV Video Music Awards, which will air live on the cable network from Nokia Theater L.A. Live in Los Angeles Sunday at 9 p.m. ET (tape-delayed PT), announcing sponsorship integrations with Yahoo! and Verizon Communications; integration with Twitter and foursquare; and VMA-themed collections from the Rock Band 3 Avatar Store.
Yahoo! and MTV teamed up on Behind the Lens, a series on the VMA hub on MTV.com that adds pop-up Flash overlays to five VMA-nominated videos: B.o.B‘s “Airplanes,” Katy Perry‘s “California Gurls,” Jason Derulo‘s “In My Head,” Usher‘s “OMG,” and 3OH!3 featuring Ke$ha‘s “My First Kiss.” Previous winners BeyoncÃ©‘s “Single Ladies,” Green Day‘s “Boulevard of Broken Dreams,” and Justin Timberlake‘s “Sexy Back” are also featured. And Yahoo! is the official sponsor of the VMA live stream.
MTV News’ Jim Cantiello will contribute breaking news, backstage coverage, and insider access to Sean Kingston, sponsored by Verizon, which will offer two-minute clips via its V CAST video service and the MTV app for Android-powered mobile phones.
The music television network will also debut a new version of Stamen Design‘s Twitter Tracker, a real-time graph of activity on the microblogging service, which displays larger images for people or awards generating the most Tweets, and also allows users to sign on to their accounts and Tweet directly from the page.
foursquare users following MTV on the location-based mobile app received the 2010 MTV VMA Moonman Badge for checking into music venues from Aug. 30-Sept. 5, and became eligible for the “Check-In to The VMAs” sweepstakes, which offered a grand prize of tickets, airfare, and accommodations to the VMAs for the winner and a guest.
And the Rock Band 3 Avatar Store on Xbox LIVE is offering a special collection of VMA-themed outfits, accessories, and musical instruments that can be used while playing the video game.
MTV and VH1 Digital general manager Kristin Frank said:
The Video Music Awards has become one of the year’s biggest nights in music, with MTV.com providing fans an all-access pass to exclusive video, interviews, social-media interactions, and more. By partnering with industry leaders like Yahoo!, Twitter, and foursquare, we’re providing our audience with multiple ways to engage with, discuss, and shape the dialog around the show.