The MTV EMA – MTV's global celebration of the hottest stars in music – recognizes artists from around the world and across genres, and brings together music fans everywhere for a one-of-a-kind experience in the weeks leading up to and at the show. The 2013 MTV EMA aired across MTV's global network of more than 60 channels, reaching nearly 700 million households around the world as well as through syndication. The Social Buzz experience invited fans to tweet with the #EMAzing hashtag and the handle of the EMA celebrity (including hosts, nominees, performers, and presenters) they thought was the most “#EMAzing." The Social Buzz page, featured on 36 localized MTV EMA websites (each in both desktop and mobile-optimized versions), displayed a real-time visualization of the celebs mentioned most frequently in conjunction with the hashtag. The #EMAzing hashtag was the key piece of the EMA campaign which led to record-breaking conversation volume in social media. Derived from a fan-created hashtag surrounding the 2011 host Selena Gomez (#SelenaIsEMAzing), #EMAzing was injected throughout the entire EMA campaign as a common theme that fans have become accustomed to seeing and using to support their favourite EMA nominees and performers. As we anticipated, fans were excited to continue the conversation throughout the weekend of the show by letting us know which stars they thought were the most #EMAzing. Within the Social Buzz experience, fans could go to their local EMA site throughout the weekend to see which artist was getting the most #EMAzing buzz. In the weekend leading up to the show, we pushed the hashtag via the official MTV EMA social media accounts to start the conversation. During the live broadcast, backstage host Will Best called out the hashtag on air and in the digital-exclusive mtvema.com backstage show, along with showing viewers who was trending on the Social Buzz visualization. The results of this campaign were astounding: #EMAzing was used in social media more than 46 MILLION times in 48 hours, with chatter spanning the globe. For instance, in Italy, the 2013 MTV EMA was the second most socially engaging TV show ever, with 273,000 tweets during the live broadcast! By tapping into international music fans’ passion for their favourite artists, we ensured that the MTV EMA dominated social media chatter throughout the weekend of the show, giving fans a voice in the conversation.
• Facebook: www.facebook.com/mtvema • Twitter: www.twitter.com/mtvema • Instagram: www.instagram.com/mtvema • Social Radar: http://socialradar.mtvema.com/
