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The two-year deal is part of a broader sponsorship package of the 2013 MTV EMA Awards, set to air live this Sunday 10 November from Amsterdam. The activity will also be the first Twitter Amplify campaign to run in the UK.

The Cosnova brand Essence will share branded videos on Twitter over the next few days and during the awards on Sunday. The clips will include real-time highlights from the show, backstage footage, red carpet interviews, MTV News reports.

Mark Swift, the senior vice-president of UK and international ad sales at VIMN, said: "The partnership will enable Essence to reach its target youth audience in innovative and engaging ways while they are most active in the social space around the world's biggest night in music.

"MTV is one of the most social global brands, and every aspect of the MTV EMA will offer fans exciting ways to experience the show."

Twitter hired Theo Luke, Syco Entertainment's digital chief, to head up Amplify in the UK and EMEA in September. The social network signed a partnership with VIMN last month, its first such deal outside the US.