The Interview – Dave Skylark’s Very Special VMA Special

Alternative Media
Integrated Campaign

Viacom Velocity (USA)

Project Title: The Interview – Dave Skylark’s Very Special VMA Special
Client or Class Name: Sony Pictures Entertainment -

MTV and Sony Pictures joined forces to create the first-ever, co-branded, half hour Video Music Awards special in support of The Interview. The 30-minute special followed the film’s Dave Skylark show format where Dave Skylark (James Franco) and his producer (Seth Rogen) interviewed three top VMA music artists (a la Eminem interview in the opening act of The Interview) building awareness for the film, establishing Dave Skylark as a household name and creating momentum around the 2014 Video Music Awards. Extensive social promotion and a custom branded show page ensured maximum reach across our platforms while featuring a host of additional content including profiles, extras, and more! Stats:

  • The campaign resulted in 6 world-wide trending topics on Twitter
  • Over 3 million streams and 1.5 million Instagram Likes of Dave Skylarks
  • Very Special VMA Special digital content
  • National press included E!, Billboard, Vanity Fair, Perez Hilton, and many more, resulting in over 50 million earned media impressions


Creative Team

EVP Viacom Creative Content:
Niels Schuurmans

EVP Viacom Integrated Marketing:
Dario Spina

Executive Producer & SVP Integrated Marketing:
Danielle Della Corna

Director/Executive Producer & VP/Creative Director, On-Air Promos:
Melissa Bolton-Klinger

Executive Producer:
Wendy Plaut

Seth Rogen

Evan Goldberg

Carol Bellino

Tonya Dreher

Tim Kafalas



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