We're always looking for new, innovative opportunities to engage with the MTV Video Music Awards audience, especially through one of our most exciting offerings – voting.
Goals:
We're living in a weird, fun time when we can ask our personal robot assistants to do just about anything. They can read us the news, control our TVs, or even order an Uber. So why not allow people to vote for the VMAs straight from their Alexa device? As the voice assistant market became larger than ever in 2018, we knew it'd be a great opportunity to expand voting.
We let fans do just that! As an extra way to vote for the Artist of the Year category, users could ask "Alexa, vote for the VMAs" and be guided through prompts to cast their vote from a list of nominees. Then, after the winner was revealed in show, fans were treated to the acceptance speech via video or audio depending on their device's capabilities.
In this campaign, we wanted to create an innovative new way for our fans to vote for Artist of the Year at the 2018 VMAs. We delivered a simple, quick and easy-to-follow experience that pushed the envelope for voice assistants' usual technical functions. Our Alexa skill paved the way not only for future iterations of voice voting for the VMAs, but also for the rest of the industry – it was the first time ever that fans could vote in a major awards show using the Alexa voice assistant.
In partnership with Amazon, we received robust promotion via placements across the skill store billboard, in the "new skill" shoveler, in emails to Alexa users, and re-posting of MTV social promotion.
