Best Use of Social Media in a Mobile Campaign
← Go back to categoryVMA Twitter Tracker for iOS for Verizon
About this entry
MTV’s innovative Twitter Tracker, presented by Verizon, was integrated into the VMA pre-show and broadcast to allow fans to visually track the popularity of various VMA performers and presenters over the course of the night as their images grew and shrunk; see from a virtual map of the auditorium’s seating chart when and where a particular star was Tweeting ("Hot Seat"); let fans message and congratulate winners in real time by providing a live-streaming winners list; and of course, mobile social sharing capabilities for all of the above.
The case for why this entry should win a Shorty
MTV’s mobile site scored its biggest day in history during the 2011 Video Music Awards, with more than 2.7 million mobile views. MTV created a VMA multiplatform experience, “VMA All Access Live,” which was made available on Verizon iOS and Android devices, in addition to desktops/laptops. Using MTV’s innovative Twitter Tracker presented by Verizon, the experience allowed fans to visually track the popularity of various VMA performers and presenters over the course of the night as their images grew and shrunk; see from a virtual map of the auditorium’s seating chart when and where a particular star was Tweeting; let fans message and congratulate winners in real time by providing a live-streaming winners list; and of course, mobile social sharing capabilities for all of the above. Using their mobile devices, fans could participate in VMA All Access Live via MTV’s recently launched WatchWith app, as well as with the popular MTV News app. The Twitter Tracker was also integrated into the linear broadcast of the VMA Preshow.
