Here’s what they needed
Awards shows follow a pretty standard script, and MTV’s viewers are nothing if not restless. MTV needed a way to give their audience a reason to get excited about the latest incarnation of the MTV Movie Awards.
Here’s what we did
We decided that the best way to help the MTV Movie Awards stand out was to get the viewers involved in the process, so we created a multi-functional rich media widget that fit in a standard 300×250 ad unit. After leading off with a promo video, we gave users a variety of tabs that offered the chance to vote for winners, access Twitter and RSS feeds about the show and the stars who were going to be on it, watch video clips and more. Users could even click to embed the widget on their own social media pages.
And here’s what happened
Users loved the functionality our widget presented. In a single flight, we produced more than 7 million video views, and 3308 votes for winners with an average user interaction time of an astounding 77 seconds. The widget was ultimately recognized as a finalist in the Online Advertising Creativity category for the 2010 OMMA Awards, and it was the key driver in a remarkably successful digital campaign. The total click through rate was .83%, which surpasses the industry average by almost 5 times, and the 2010 CTR even passed the previous year’s Movie Awards CTR by an astonishing 655%.