MTV Video Music Awards

GOAL:

MTV wanted to motivate fans to vote and tune-in by creating exciting new engagement mechanics across their social media platforms. Each year Telescope’s goal is to develop an engaging campaign that gives the users a unique voting experience, while increasing buzz across social media surrounding the show.

SOLUTION:

Telescope powered hashtag voting across Twitter and Instagram for the 2015 VMAs. Fans were able to vote directly from their social timelines for their favorite artist across all categories. Leading up to awards night, fans voted for their favorite “Artist to Watch”, with the top two artists going head-to-head during the live show.

For the 2016 VMAs, Telescope partnered with MTV to launch an industry first with real-time Facebook Messenger voting for the Best New Artist Award. Fans could vote simply by clicking “Message” on the MTV Facebook page and send the keyword “Vote” to MTV, fans were presented with an auto-reply carousel that displayed the artists that are nominated. After fans selected their favorite artist, the vote was automatically submitted and verified.

RESULTS:

The 2015 MTV Video Music Awards were the most tweeted about non-sports program since October 2011. Being named the “Millenial Super Bowl” fans generated over 21.4 million tweets and Instagram had 64 million interactions throughout the broadcast. Twitter volume increased by 69% from the 2014 VMAs.

The 2016 show was the #1 most social show of the night, making up 90% of all TV-related social media chatter. #VMAs was the #1 global trending hashtag and garnered 45.8 million streams on Facebook, up 938% from the previous year (4.4 million).

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Most Tweeted About Non-Sports Program Since October 2011

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