The 2012 MTV EMA mobile app offered international music fans a number of “EMAzing" features, including: - Localization into 6 language versions - Voting for main and regional EMA nominees - Content such as videos, news articles, and photos - Live chat with music fans around the world throughout the campaign - The MegaFan game, in which users earned points for consuming content and voting, to compete for a trip to the show - The first-ever MTV EMA Buzz Map, exclusive to the app: an interactive map tracking social media activity from local EMA nominees in North America, South America, Europe, Asia, Africa, India, and the Middle East - The app-exclusive Photo Fun feature, in which users could insert their faces into pictures of EMA celebrities and share them via social media - A multifaceted, interactive second-screen experience during the live event The 2012 MTV EMA mobile app represented the most robust mobile experience in EMA history. Users enjoyed a rich content offering on par with that of the desktop and mobile websites. Plus, they could vote and play the MegaFan game on the go, and enjoy exclusive features. One highlight of the EMA app was the MTV EMA Buzz Map, an app-exclusive feature. Users could check out this map to see what artists nominated for local EMAs (e.g., “Best Polish Act" or “Best Brazilian Act") were posting on social media. This unique feature highlighted the 2012 MTV EMA’s status as a truly global event experienced by music fans worldwide. And by showcasing international music artists, the Buzz Map gave those fans a window into local music scenes all over the world. Plus, on the night of the show, mobile app users watching the show live on TV enjoyed a second-screen experience featuring a backstage web cam, complementing and enhancing the on-air viewing experience. Overall, the 2012 MTV EMA mobile app played an integral role in the campaign to drive voting and spread buzz. It helped compel fans from every continent to tune in to the show—and once they were glued to the TV, they got a totally compelling complementary experience on their mobile device as well.
