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Special Project

Special Project
From the 12th Annual Shorty Awards


Finalist in TikTok Presence


MTV’s TikTok account is a must-follow with its hilarious and pop culture-centered combination of original content franchises, hashtag challenges, tentpole exclusives, MTV show clips, and strategic talent collaborations.

Strategy and Execution

From original content to capitalizing on trends to collaborating with TikTok’s top creators, MTV is always thinking about how to seamlessly weave music and pop culture into our TikTok content organically. Every day, we dive head first into the thriving internet culture and trends through social listening. What is it our audience is excited about today? We’ve seen our biggest successes by giving our followers more of what they want. When we spotted Charli D’Amelio at Jingle Ball, we asked her to show us her viral Renegade dance in a red carpet setting, which then became our most viewed TikTok of all time. With over 25.6M views and counting, it was a great combination of supporting MTV’s music initiative, capitalizing on a viral TikTok trend and showing our followers a fan favorite in a new light.


MTV continues to be a cutting edge brand on the TikTok platform, growing to 3.5M followers, 26.7M overall likes, and averaging over 3M views per week. By partnering with TikTok to create custom hashtag challenges surrounding our annual tentpole events, we encouraged our followers become a part of the action. 


#CosplaySZN at the MTV Movie & TV Awards:

We created the #CosplaySZN, encouraging fans to share their own transformations from TikTok users into movie and TV royalty through make up, costumes or in-app visual effects. With over 130.3M views, talented TikTok users showed off their incredible cosplay skills.


#VMAUnlocked at the MTV Video Music Awards:

#VMAUnlocked encouraged users to use a custom special effect to show us what silly and trendy awards they would unlock if they were nominated for a VMA. With over 344.1M views, the challenge exploded when we partnered with TikTok creators to attend the VMA rehearsals offering sneak peeks at the attendees and venues in their videos. 


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