View The Work
Display Ads
> 300×250
> 728×90
Rich Media
> Twitter Tracker
Here’s what they needed
The MTV Video Music Awards is one of MTV’s biggest events of the year. It’s an occasion where celebrities, musicians and pop culture icons come together for one night of headline-making hoopla, ridiculousness, and, let’s face it, making out. MTV wanted a way to amplify the hype, get fans’ attention and encourage engagement preceding the show in order to generate buzz and increase tune-in.
Here’s what we did
We decided the best solution to attract fans was to leverage the existing hype and chatter by feeding them the most up-to-date Video Music Awards relevant news. Using Twitter, we broadcast tweets from both the celeb attendees (who had already amassed huge online followings) and trending topics like #vmas and #bestvideo in real-time, aggregating the top four topics in a rich-media unit. Fans could then log into Twitter and retweet their favorites, influencing the Twitter standings. We called it the Twitter Tracker, as the banner would relay the most talked about celebs and categories, showcasing the most relevant Video Music Award-worthy news.
And here’s what happened
In just one day, the Twitter Tracker delivered over 12 million impressions, almost 200,000 interactions and a CTR of 1.7% – an astounding six times better than it did the previous year. In fact, fans spent almost 500 hours interacting with the unit during its 24-hour window, crushing the industry standard. With an interaction rate of 31x more than than the year before, the Twitter Tracker helped make the 2011 MTV VMAs the highest rated award show ever broadcast on the network.