Best Use of Social Media for Television

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6th Annual Shorty Industry Awards Finalist

MTV EMA: Social Media

Produced by:

Viacom International Media Networks

Date submitted:

Feb. 6, 2014

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Team members: Karmelina Parouka - Executive Producer, Kyle Hoedl - Sr Social Media Manager, Megan Sugrue - Social Media Coordinator, Chris Whittingham - Sr Producer, Valeria Meniconzi - Sr Producer, Maggie Chau - Technical Producer, Katherine Raymond - Editorial Producer

About this entry

The MTV EMA – MTV's global celebration of the hottest stars in music – recognizes artists from around the world and across genres, and brings together music fans everywhere for a one-of-a-kind experience in the weeks leading up to and at the show. The 2013 MTV EMA aired across MTV's global network of more than 60 channels, reaching nearly 700 million households around the world as well as through syndication. Social media played a huge part in the 2013 campaign to drive viewership, and the show saw a ratings uptick of 137% in the core 12-24 demographic.

The case for why this entry should win a Shorty

Tapping into the passion of music fans around the world, the 2013 MTV EMA social media campaign saw record-breaking levels of engagement, with 58 MILLION social mentions of the EMA over the course of the campaign—a 624% year-over-year increase. To achieve this level of engagement, we planned a multi-faceted campaign that tapped into some of the world’s biggest music talent—both international superstars as well as local favourites from around the globe—ignited our fans’ passion for music, and integrated online and on-air elements which kept the fans talking throughout the show.

Leading up to the show in Amsterdam on 10 November 2013, social media was the main vehicle for promoting upcoming announcements, fan voting, and engagement on our sites and social platforms. Custom content (like original comedy segments starring Will Ferrell, in character as ‘Anchorman’ Ron Burgundy), performer announcements and support, and fan ticket contests on the MTV EMA Facebook, Twitter, and Instagram accounts drove constant engagement throughout the campaign.

Some highlights from the pre-show buzz:
* Pop sensation Ariana Grande, the EMA backstage host, took over the @mtvema Twitter account to answer fan questions, which drew more than 90,000 questions in one day and #AskArianaEMA trended worldwide, even hitting #1, throughout the day of the takeover.
* @mtvema hosted a Twitter ticket giveaway for the most #EMAzingFans, generating more than 54,000 entries from 80 countries.
* A ‘Biggest Fans’ category Facebook hub encouraged fans to support their favorite nominees in social media, and #EMABiggestFans was used more than 10M times.
* A handful of fans around the globe were chosen to announce the Worldwide Act nominee representing their region via Twitter—a total of 10 nominees, narrowed down from an original field of 186 artists from 51 different countries, many of whom used social media to rally their local fan bases to vote.
* During EMA weekend, 2 of our 10 Worldwide Act nominees—the Middle East’s Ahmed Soultan and Brazil’s Fresno—served as Twitter ambassadors for the EMA, giving followers the inside scoop from Amsterdam.

The campaign culminated with the live broadcast of the show in Amsterdam on 10 November 2013, which featured an unprecedented level of social media integration on-air and online. The official MTV EMA Facebook and Twitter accounts reached millions of people and kept fans engaged with real-time updates throughout the day and night, while @mtvema on Instagram gave fans an exclusive behind-the-scenes look at the event setup, red carpet show, and backstage access during the live show.

On 36 localized MTV EMA websites (each in both desktop and mobile-optimized versions), we gave fans a full social experience with Social Radar and Social Buzz. Social Radar aggregated all social media activity around the show, giving fans a one-stop-shop of social media engagement from celebrities and other fans, while Social Buzz tracked one specific thing that fans went crazy for: Which star (presenter, performer, nominee, or attendee) did they think was the most #EMAzing of the night?

Social Radar and Social Buzz were displayed (and sometimes sung!) by hosts Redfoo, Ariana Grande, and Will Best on-air and within the online livestream broadcast throughout the night to keep fans buzzing about the show. And by the end of the night, fans had used the #EMAzing hashtag more than 46 MILLION times!

The MTV EMA generated 36 worldwide trending topics and 87 local trending topics in markets around the world. We also set records in some of our key markets. For example, in Italy, the 2013 MTV EMA was the second most socially engaging show in history, with more than 273,000 EMA mentions during the live show. EMA social platforms saw a surge of 145,000 fans/followers, a 146% year-over-year increase.

With support from international superstars such as Miley Cyrus, Katy Perry, Snoop Dogg, Robin Thicke, and Bruno Mars, as well as millions of fans from around the world, it’s safe to say that the 2013 MTV EMA’s use of social media for television was truly EMAzing!

Additional Information

• Facebook: www.facebook.com/mtvema
• Twitter: www.twitter.com/mtvema
• Instagram: www.instagram.com/mtvema
• Social Radar: http://socialradar.mtvema.com/

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