Bunchball partnered with Viacom International Media Networks to gamify the 2012 MTV Europe Music Awards (EMAs) for the second year in a row. Viacom integrated Bunchball’s Nitro platform to increase audience excitement and engagement leading up to the show. Bunchball and MTV transformed the 2011 and 2012 MTV EMAs sites into a “MegaFan Competition" to encourage viewership, build anticipation and create an engaging site. Features in 2012 included a gamified mobile app with specific mobile missions and a grand prize for the users with the most social influence. Users earned social influence points by liking or sharing content on Facebook and Twitter. The Social Influence Score winner won a trip for two to the EMAs. Users also earned points by voting for audience choice categories such as Best Pop Act, Best Rock Act and Best Music Video, and by watching past EMAs, viewing "photo flipbooks" of previous shows and reading articles. Real-world prizes were rewarded to users with the most points.Using Bunchball’s Nitro platform, MTV was able to attract more viewers to interact with the EMAs online as well as sustain engagement. Based on results from 2011’s campaign, MTV turned to Bunchball again to create a gamification experience that excited and engaged audiences in the run-up to the show. Last year, Bunchball’s partnership with the MTV EMAs attracted more than 300,000 people – the biggest audience to date. As a result of this partnership, MTV saw that EMA-related page views on MTV's UK website were up 530 percent year-on-year to approximately 500,000, and MTV's mobile and tablet apps increased downloads to 159 percent year-on-year. Bunchball has helped MTV take social engagement to the next level, incorporating gamification, social 'clout' rewards, social sentiment, a Video Wall Studio and a second screen live viewing experience across 36 regions and 22 languages. MTV experienced growth of close to 5 percent in the number of actions conducted by users from 2011 (36,876,589 actions) to 2012 (38,533,182 actions). The actions per user increased by over 13 percent with 71.21 actions per user in 2011 compared with 80.64 actions per user in 2012. In addition, users voted more often in 2012 than in 2011. In 2011, users cast 19,442,635 votes (37.55 votes per user) whereas in 2012 users cast 24,257,166 votes (50.77 votes per user). This is a 35 percent increase in votes per user.
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