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Special Project

Special Project
From the 15th Annual Shorty Awards

2022 MTV Video Music Awards Roblox Experience

Gold Honor in Interactive Content


Each year, the MTV Video Music Awards set out to chart new territory and innovate. Harnessing the power of music and fandoms, the VMAs transcend genres, generations, languages and platforms – and what better way to connect with these diverse, global fanbases than in an immersive space that anyone can experience, no matter where in the world you live.

In 2022 we took a giant leap into the metaverse with The VMA Experience on Roblox – a fully-bespoke, immersive world that introduced the VMAs to an emerging generation of music fans on the rise! After all, the Moon Person represents all of us, whether you use a remote or an emote ;)

Strategy and Execution

The experience featured a virtual red carpet and an interactive galactic landscape to explore. Players around the globe competed in challenges and chatted with characters to earn MTV tokens and other exclusive items. Plus, we kept the M in MTV by giving fans the opportunity to move and groove in three minigames:

And for the first time ever, fans were able to vote on Roblox for a brand new VMA category: Best Metaverse Performance. The truly gamified voting rewarded top players with extra votes in exchange for MTV tokens, directly connecting gameplay with the outcome of the Best Metaverse Performance winner in-show.

As we dove headfirst into week of show, we had to get our VMA performers in on the fun! Global rock sensation Måneskin entered The VMA Experience live from rehearsals sporting custom avatars for an exclusive Meet & Greet with fans that had press “Beggin” for more.

The “Best Metaverse Performance” winner went home with more than a physical Moon Person trophy! To immortalize the inaugural award, we minted our first-ever VMA NFT to mark the occasion which was transferred to winner BLACKPINK’s digital wallet.

We drove awareness through strong partnerships. Roblox promoted the experience on their homepage and created MTV merch for fans to customize their avatars. Influencer TwiistedPandora created an off-platform walkthrough and promoted the experience on social.


The program ignited social buzz across the gaming community as fans were eager and excited to engage!

In just three weeks, the VMA Experience…

The experience also received heavy buzz through press coverage across the Wall Street Journal, Variety, Rolling Stone, Fortune, and more.


Video for 2022 MTV Video Music Awards Roblox Experience

Entrant Company / Organization Name

MTV Entertainment Studios and Paramount Media Networks


Entry Credits