At the Cannes Lions conference, Twitter made the case for its Amplify program, that generates buzz around big TV shows by introducing its latest recruit: Viacom. The pilot program for the partnership will be the MTV Video Music Awards on August 25th, which was one of the first events to generate an authentically trending social media presence. Brands working with Twitter Amplify now include ESPN, Turner Sports, and the NBA, as well as specific campaigns by Ford, AT&T and Coca-Cola. Also pitching at Cannes was Shazam, who announced the “Shazam Engagement Rate,” which is a proprietary metric to judge the effectiveness of TV ads driving people to tag using the app. It will combine data from Nielsen with its own stats, with the goal of showing which ads are most effective at persuading viewers to interact.