Social media was totally integral to the 2012 MTV EMA campaign to drive buzz and tune-in. Music fans—and artists—across the world responded in a big way! - Fans who followed the official MTV EMA Facebook and Twitter accounts got breaking news like talent announcements, plus frequent prompts to vote–and they could vote directly on Facebook. - During the campaign, 400,000+ mtvema.com users played the MegaFan game, which motivated them to share and tweet links in hopes of winning a trip to the show. - Fans got involved in building up hype, both via the social media team’s outreach to fan websites and organically. Fans got out the vote on Twitter and Facebook, passionately urging fellow Beliebers, KatyCats, Little Monsters and other fan bases to support their fave artist. - Nominated artists got out the vote, too! International megastars like Katy Perry, Justin Bieber, Rihanna, Psy, Madonna, Taylor Swift and 1 Direction tweeted and posted on Facebook mobilizing their fan armies.International music fans’ engagement with the 2012 MTV EMA social media campaign was astounding—or, to use a word coined by Twitter fans, EMAzing! Fans flocked to the MTV EMA Twitter and Facebook accounts in droves—both more than doubled their followers from 2011. Website traffic from social refers was up 75% from 2011. The social campaign, including voting on Facebook, helped lead to fans around the world casting a staggering, record-breaking 184 million votes. In the days leading up to the show on 11/11, the social media campaign escalated—and so did fans’ excitement about the event. Performer and nominated artist Carly Rae Jepsen did a Twitter takeover of the @MTVEMA handle, answering fans’ questions in real time. And music lovers’ EMA anticipation really skyrocketed when the Twitter Tracker prediction module launched, enabling them to tweet predictions about the night’s big winner using hashtags like #EMAWinBieber. Several of these tags become global trending topics—and so did hashtags that fans created themselves for artists not featured in the module! And on 11/11/2012, millions of fans gathered worldwide to watch the live show broadcast in hopes of seeing their efforts pay off with a win. On the day of the show, more than 4.5 million tweets mentioned the EMA (+192% from 2011). And during the show, 5.7 million tweets were recorded via the MTV EMA Twitter tracker (+104% from 2011). At one point, 8 out of the top 10 global trending topics were EMA-related. This astounding engagement on a global scale shows how passionately fans around the world responded to the 2012 MTV EMA social media campaign.
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