The seven figure year-long deal follows the end of the Toyota AYGO’s long running sponsorship of Channel 4’s T4, which ceased production in December.
Nic Jones, Vevo’s senior vice president of international, says Toyota’s decision to choose its platform over another TV sponsorship marks a “watershed moment” for Vevo in the UK.
Toyota’s Aygo will feature all Vevo’s platforms across desktop and mobile and will sponsor the “What’s Hot Weekend” roundup of its most popular videos and music premieres.
The car marque’s #YNOT campaign, created by Glue Isobar, hopes to capture the imaginations of a “young, adventurous” audience and that the use of the hashtag will drive social media conversations.
Lisa Fielden, Toyota brand and digital manager, says: “With the growth of music and entertainment consumption online, Vevo’s position as the number one UK music video destination makes it an ideal partner for us. A big selling point was Vevo’s steadily growing mobile audience – crucial in its ability to target the hard to reach youth market.”
Vevo recently launched an MTV-like linear music channel in the US and plans to extend this service into the UK later this year.
Last year it outlined ambitions to become a “recognised consumer facing brand” in the region.