2013 MTV Video Music Awards Shatters Records Across Web, Mobile and Social
Nov. 13, 2013
Team members: Colin Helms - SVP of Connected Content Group, MTV, Sophia Rai - VP of production, Connected Content Group, MTV, Tom Fishman - VP of content marketing and social media, MTV
About this entry
Social execution around the 2013 MTV Video Music Awards was reinvented into an immersive five-day multiscreen celebration like never before. The experienced kicked off with the launch of its All Access livestream three days prior to showtime, which provided fans an unfiltered, intimate glimpse into all the action leading up to music’s most buzzed-about awards night. On the day of, VMA All Access transformed into a multi-camera backstage experience that offered fans 10 different behind-the-scenes camera feeds -- including the popular audience reaction angle and a curated “MTV Cut.”
MTV also layered a creative call-to-action onto the fan experience with the debut of the all-encompassing Social Radar, which aggregated social content from all VMA-related artists in real time across Twitter, Vine and Instagram, as well as all MTV VMA content and posts. In this way, fans were also invited to participate in the creative process by contributing their own content using the designated #VMA and artist hashtags throughout the night.
Consistent masters at pushing the digital envelope around its tentpole events, MTV also continued to innovate creative use of Twitter, Facebook, Instagram and Vine for comprehensive coverage of the night. This included flying out highly-followed #Instarazzi to post snaps live from the VMA red carpet; commissioning Vine superstars to take over the MTV Vine account; live Gif-making and Tumblr’ing of key moments throughout the night; and providing a consistent fire hose of VMA video content, memes and exclusive backstage photos from the @MTV Twitter. On July 16, the VMAs also became the first awards show to announce nominations over social video platforms Vine and Instagram, hiring animation artist @KhoaPhan to mastermind eight pieces of VMA-related video content.
Always collaborating to make the VMAs a fully integrated effort, MTV also worked creatively to insert sponsors into the experience, implementing seamless campaigns that provided organic social interaction between brands, artists and fans throughout the live show.
The case for why this entry should win a Shorty
The 2013 MTV Video Music Awards pushed digital innovation across the board, redefining what it means for an awards show to meaningfully connect fans beyond the telecast and make them feel like they’re a part of the action. The show broke records as the night’s most social TV event, according to Social Guide and Trendrr. It also set a new entertainment record for tweets per minute (306K during the Miley Cyrus/Robin Thicke performance), providing testament to the power of MTV to create pop culture milestones.
This translated into day-after results of 11M visitors to the VMA landing site and 24M total streams, with the Miley Cyrus/Robin Thicke performance taking the crown for most streamed single clip in MTV history. (The clip also spurred a record breaking number of offsite streams for MTV content, with the clip streamed 56% offsite.) On mobile, M.MTV.com experienced 4M visitors, 10.4M page views and nearly 5M total streams the day after the show.
This year’s VMAs also saw all-new MTV digital products rolled out specifically for the VMAs, as well as never-before-seen creative usage of Twitter, Facebook, Instagram and Vine to promote the legendary awards show.
In sum, the 2013 MTV VMAs grossed MTV’s highest digital and mobile day ever, shattering social records and raising the bar for what it means to tell stories across screens, while providing sponsors with unmatched exposure and opportunities to creatively reach MTV music fans.
Additional specific highlights included:
• Twitter: @MTV’s Twitter was a fire hose of VMA video content, show commentary, talent RTs, fan engagement, memes in response to the night's events, and exclusive backstage Twitter Photo Booth snaps. The 2013 MTV VMAs also marked an enormously successful first outing for Viacom and Twitter’s “Twitter Amplify” partnership, which allowed sponsors to place ads in promoted embedded video content as MTV churned it out in real time. Viacom and Twitter are now offering “Amplify” to advertisers for upcoming programming including MTV’s Catfish: The TV Show and the 2013 MTV European Music Awards, as well as Comedy Central’s Roast of James Franco, The Daily Show with Jon Stewart, The Colbert Report and Tosh.0.
• Instagram: MTV flew out social media celebs Tyler Oakley, Lohanthony, and JC Caylen as its designated #Instarazzi (http://instagram.com/p/ddQhJCn9Pa/) to brave the red carpet and snap photos in each of their styles, hype the VMAs to their Instagram fans and followers and once again, ensure MTV was the first out on social with pictures. Post red carpet, MTV moved inside the house to take behind-the-scenes pics and exclusive video. Highlights include Lady Gaga giving One Direction advice about haters (http://instagram.com/p/ddcSeHn9EF/). Overall, MTV garnered more than 1.5M likes on Instagram from real-time VMA content.
• Vine: Vine superstars Riff Raff (http://seenive.com/v/983565652382113792) and Nicholas Megalis (http://seenive.com/v/983571033405739008) took over the MTV Vine account and hilariously documented the evening in six-second spurts. On July 16, the VMAs also became the first-ever awards show to announce nominations over social video platforms Vine and Instagram, hiring animation artist @KhoaPhan to mastermind eight pieces of VMA-related video content.
• Tumblr: The number of content contributors on Tumblr VMA night rivaled that of Twitter, with initial reports saying there were 1.1M Tumblr contributors and 1.3M Twitter contributors. MTV commissioned Tumblr-famous artist T. Kyle to live-GIF the pre-show and main show and be first to market with VMA Gifs. The night’s highest performing Gif, Taylor Swift/Selena Gomez 'Shut the F up,' (http://mtv.tumblr.com/post/59353114320) grossed 153k notes and 2M+ views, but the best performing piece of content in MTV Tumblr history was a static image of Macklemore's gay rights acceptance speech (http://mtv.tumblr.com/post/59361121612) --with 161k+ notes and 2M+ views. Further monetizing MTV’s real-time content efforts, MTV continued its Tumblr-only awards, The Giffies (http://mtv.tumblr.com/tagged/giffies), (sponsored by Pop Tarts) which had a 1450% increase in notes from our Movie Awards Giffies.
• Facebook: MTV heavily promoted video and editorial content as it was clipped from the show, and blogged in real time across Facebook while working with VH1, CMT, and Logo to do the same on their pages. Overall, there were 350M+ impressions on VMA content the day of and day after the show.