Objective: Bring MTV's most loyal fans an epic MTV Movie Awards experience by bringing them the top social moments for the show that they'll care about while inviting them to co-create social content with us.
Strategy: To engage with MTV Movie Award viewers pre, during and post award show, MTV developed contextualized experiences across web and mobile platforms as well as at the actual event itself. The network integrated several new platform-specific initiatives such as a Tumblr War Room, live video feeds with behind the scenes access (All Access Live) as well as seeding social influencers throughout the red carpet and award show that gave fans a more lean-forward experience while watching the award show.
Outcome: Ultimately, the new components added to the MTV Movie Awards in 2014 made the show the most streamed Move Awards in the history of MTV with 1.9 million streams across 18 different cameras during the show.
MTV is the industry leader in conceptualizing and executing innovative ways to redefine their tent pole events. For example, for the 2014 MTV Movie Awards, the network instituted a social-first philosophy and tested out several new platform-specific initiatives to give fans a more lean-forward experience while watching the show. The various initiatives below engaged fans by bringing them the top social moments from the show that they care about and invited them to co-create content with MTV throughout the event.
MTV ensured its award show social experiences became a natural extension of empowering its audience through a number of different initiatives:
Tumblr War Room: MTV built on its reputation of tapping into social influencers' existing communities to cross-promote and drive viewership by partnering with several-well known Tumblr artists for the show. MTV put these Tumblr artists and their genius into one room to create artistic interpretations of the show during the night in real time, so viewers had content to quickly share with their extended communities.
MTV tapped Our2ndLife, a pop culture blogger boy band, to work along side the MTV social team in the Tumblr War Room to develop content. This was the first time ever a network television network collaborated with a social influencer for the entirely of a tentpole event such as the Movie Awards. As a result #O3LonMTV trended at least three different times over the course of the campaign and award show.
All Access Live: Building on success from previous tent pole events, MTV brought back the All Access Live livestream who provided fans with the behind-the-scenes access rarely see during award shows. In 2014, All Access Live returned with a brand new responsive experience across all platforms and combined real-time curation of all the best Movie Awards social chatter happening with opportunities for viewers to co-create content.
The All Access Live experience also offered a more curated social radar in 2014 to round up the "best of" social content and conversation happening throughout the night, to supplement to the 9 behind-the-scenes camera feeds that we already provide.
Ultimately, the new components added to the MTV Movie Awards in 2014 made the show the most streamed Move Awards in the history of MTV with 1.9 million streams across 18 different cameras during the show.