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Special Project

Special Project
From the 14th Annual Shorty Awards

MTV's The Challenge x Cameo Activation

Entered in Emerging Platform Partnership


The Challenge x Cameo activation was a campaign designed to raise awareness for the premiere of ‘MTV’s The Challenge’ by partnering with Cameo to deliver free video messages to fans, to thank them for watching, and to remind them of the new and then-upcoming season.

Strategy and Execution

We were first-to-market with this campaign, sending the first ever limited drop of $0 Cameos to fans, in which we enlisted the cast of Season 37 and with the help of Cameo, set them up on the service – if they weren’t already. We set up a homepage where fans could visit and click on which cast member they wanted to send them a message, and used Challenge and cast social channels to advertise the stunt to our fans, and let them know when they’d be able to sign up to receive their videos. MTV would then pay for the costs of a limited amount of bookable Cameos – 400, distributed evenly amongst all the participating cast. We delivered these 400 Cameos to fans with 77% being shared across social. We had a co-branded email blast promoting the activation with Cameo that was sent out to 322k subscribers and outperformed normal Cameo newsletter metrics.


The Cameo landing page had nearly 40k visits in just the initial days with 90% of visitors going on to book talent through the Cameo website, with all the Cameos selling out in 10 minutes of launch. Also as mentioned in the strategy, the email blast to the 322k subs reached these inboxes with Challenge branding and tune-in, a result in-and-of itself, as is the high share rate of 77%.


Video for MTV's The Challenge x Cameo Activation

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