The MTV VMAs are the biggest party of the year – filled with unpredictable moments and show stopping performances, with all-access for fans. The VMAs are on every platform and every device, reaching audiences worldwide.
This year, we strove to:
Extend the marketing campaign with platform-intentional creative
Own the social conversation (via Nielsen Social Content Ratings)
Maintain performance in digital Total Minutes Consumed
LEAD UP - AWARENESS & EXCITEMENT:
Fans voted for their favorite artists to win a Moon Person on MTV.com:
Double Days and Power Hours that rewarded fans with double the votes
Custom assets provided to nominees for promotion on their accounts. In total, our nominees including Taylor Swift and Megan Thee Stallion shared over 500 supportive posts pushing their fans to vote
A 24-hour YouTube livestream celebrated VMA-nominated videos
Week of show, we launched three additional categories voted on @MTV’s Instagram Stories: Group of the Year (via bracket-style), Song of Summer & Album of the Year (via link-out)
Amplified talent Announcements:
Custom assets provided to all artists for personal accounts, with performers including BLACKPINK and Panic! At The Disco sharing over 30 posts reminding their fans to tune in
Cross-platform support amplification across MTV, VMAs and MTV News, including IG collabs with artists like Anitta
Nicki fans could unlock secret hashtags and see their tweets featured on massive billboards across the country
Launched “The VMA Experience” on Roblox, an innovative partnership which included:
In-game voting for Best Metaverse Performance
Three music video-themed minigames
Red carpet step & repeat
MTV swag for Roblox avatars
An exclusive Virtual Meet & Greet with VMA performer Måneskin in the metaverse
#PartyWithVMAs on TikTok, a hashtag challenge encouraging users to incorporate an AR filter of a dancing Moonperson into their videos
Custom Video
Resurfaced VMA archive moments to spark fan nostalgia & build show awareness
9 brand-new episodes of VMAnimation, reimagining iconic show performances including Britney Spears’ “I’m A Slave 4 U” and Ariana Grande & Nicki Minaj’s “Side to Side”
Footage Based Editorial Compilations using MTVE IP including Wild N Out, Ridiculousness, RuPaul’s Drag Race and many more
Amplification of “Fan Nation” special content celebrating Nicki Minaj and her Barbz
Rehearsal coverage featuring MTV News interviews, backstage artist portraits and exclusive sneak peeks
SHOW TIME! Coverage on EVERY Platform:
We kicked off the night with a Red Carpet Pre-Show full of interviews, performances, and fashion and streamed live on MTV’s Twitter and YouTube
RuPaul’s Drag Race queens Monét X Change & Peppermint provided fashion commentary on a livestream broadcast across all platforms
Full multiplatform coverage from Red Carpet, Backstage and in the house across all platforms from VMAs, MTV, MTV News and supporting MTVE accounts
Fans voted live across MTV.com and Twitter (via Hashtag) to award a Moon Person to their fave Best New Artist (sponsored by Extra)
VMA Stan Cam polled fans on Twitter to show them exclusive behind-the-scenes footage
#VMAStanMail returned to celebrate global music fandoms with real-time tweet translations from fans around the world (in partnership with Twitter)
Three Snapchat Highlight Shows launched over the course of VMA weekend
Full show moments were clipped and distributed in real-time across YouTube, Twitter, Instagram, Facebook & TikTok
Exclusive backstage moments captured by Amber Astley
Partnered with Giphy to live GIF the show
After the show, MTV News recapped with a VMA Post Show live on Twitter
Sponsored episodes of 22 Questions
Our multi-platform strategy drove record-breaking results!
Best Total Minutes Consumed ever (157M, +79% YoY) in VMAs history!
Best Social Views and Interactions in Nielsen's aSocial Content Ratings (SCR) in VMAs history!
#1 Most Social Telecast of 2022 in SCR
Trended #1 on Twitter Worldwide in the US and 29 other countries
Trended #1 on YouTube with BLACKPINK’s VMAs performance
Most Social Views & Engagements Ever (Views +14% YoY & engagements +15% YoY across MTVE)
Biggest total vote count in VMA history (+10% YoY)
