Goals:
Leading into the 2018 Video Music Awards broadcast, the 2018 VMA Red Carpet Show was fans' first look at the celebs, fashion and excitement that set the tone for the night. Streaming in real time on Twitter, the Red Carpet Show featured prominently on the choice platform for live TV discussion, capturing the attention of multiple audiences in a key anticipatory window of time.
The first 30 minutes of our red carpet stream contained digitally-exclusive content, talent interviews and fashion commentary. Conversation calls to action and featured tweets within the stream catered directly to the online audience. Then, at 8PM when the 2018 VMA Pre-Show premiered on air, our stream became a convergent meld of the best moments airing on TV plus even more live digital exclusive content during commercial breaks.
Sponsors were integrated into the stream via editorial moments developed specifically for each campaign, including an interview with Pepsi Sound Drop artist Bryce Vine and a chat with Lauv in anticipation of his performance (presented by Extra Gum).
The stream featured an amazing contingent of hosts, including our supermodel fashion correspondent Winnie Harlow, Jersey Shore Family Vacation's Paul "Pauly D" Delvecchio and Vinny Guadagnino, Terrence J, Nessa, Wild 'N Out's Justina Valentine, and MTV's Erik Zachary. It also included performances from Bazzi, Backstreet Boys and Bryce Vine.
In 2018, we saw strong growth on our Twitter livestream: +20% Total Views YoY and +51% Unique Viewers YoY.
The moment that #VMAs started to trend, the player window appeared in the trending topics rail on Twitter, giving the show even more exposure to users on the platform.
