Viacom is teaming with Tumblr to offer co-branded campaigns during the 2014 Upfront season for Tumblr advertisers. The campaigns will combine Tumblr’s ad products with custom content developed for the social media platform by Viacom. The content will connect to shows and events across Viacom nets, including MTV, VH1, CMT, Nick, Comedy Central, TV Land, Spike and more. Viacom is the 1st programmer to strike an advertising partnership with Tumblr. The partnership will start with the "2014 MTV Movie Awards" on April 13.