ViTrue, Inc., a user-generated advertising platform that considers itself "brand-safe," announced today a partnership with Viacom's VH1 television network.
The new site, talentload.tv, will enable users to create and upload their own music videos using the platform and tools created by ViTrue.
"Through our partnership with ViTrue, we were able to quickly create a site that empowers us to collaborate with our audiences and have them contribute to our network and our partners' properties in ways never before possible," says VH1's Fred Graver. "ViTrue was able to build a fast, flexible, stable user-generated video system backed by a remarkable level of service. Through this partnership, in a matter of weeks we were able to quickly and efficiently launch a site that respects our brand while allowing our users to connect themselves more deeply with our programming."
Using talentload.tv, VH1 and Warner Brothers successfully ran a songwriting contest to promote the film Music and Lyrics, starring Hugh Grant and Drew Barrymore, which will be released on February 14. The campaign has generated over one million page views and 400 original love songs written to-date.