What:
#MTVStars of 2014 was a social media voting campaign of enormous scale.
The campaign involved users voting for their favourite artists amongst the biggest "stars" of 2014. Music 'stars' were selected by an MTV panel based on social media following, chart performance, TV, digital performance and relevancy throughout the year. To vote, users had to tweet #MTVStars followed by the name of their chosen artist. The winning act was announced on a results show that aired on MTV Music.
Objectives:
1. To build upon the successes of our previous year's stunts by accumulating more votes and developing a more engaging and richer experience for the users
2. Keep the campaign interesting for the users who have participated in voting stunts similar to this before by adding break out leader boards
Strategy
- It was a 360, cross-platform promotion and fully integrated across online & on-air
- All the social voting data was visualised in real-time on a mobile responsive leaderboard and represented on the on-air channels
- Artist & fan group outreach to utilize the power of fanbases
- Bespoke social assets were created to tie in messaging and look/feel
Outcome
- Over 452 million votes placed
- Over 4 million global page views in a month.
- #MTVStars trended every day the stunt was live (6 week period)
- MTV maintained its position in the UK as #1 music network in 2014 (7th consecutive year)
- The artists involved, including One Direction created their own gamification element to the campaign by offering retweets and follows in return for votes.
| #MTVStars deserves to win for many reasons but the sheer volume alone shows how incredible the campaign was. With 452 million uses of the #tag alone, #MTVStars can go head to head with the biggest events of 2014 including the world cup. Despite being a Twitter-led vote, it was a truly multiplatform, 360 campaign, fully integrated across social media, on-air, press and digital. #MTVStars also benefited from a thorough and carefully constructed influencer campaign utilising label and fanbase outreach to accelerate reach. Objectives 1. To build upon the successes of our previous year's stunts by accumulating more votes and developing a more engaging and richer experience for the users 2. Keep the campaign interesting for the users who have participated in voting stunts similar to this before by adding break out leader boards where there were more opportunities for victories. Strategy - #MTV Stars was a 360, cross-platform promotion across social media, digital and our music TV channels. Sticky 360 features included Incorporating a tweet-to-screen functionality
- Users could filter the results by Boys, Girls, Groups, Dance, Rock & Urban thus creating entirely different rankings in the chart and in turn seven potential winners rather than just one.
- The leader board was a fully mobile responsive chart that would update in real-time based on the votes. Functionality to vote for the artist and watch videos from them was also integrated. Specific artists who were trending at that moment would glow with an animation and be captioned "Shooting Star".
- The leaderboard was integrated on both the MTV website and across TV on the music channels driving our legions of social media advocates to our platforms & channels on an ongoing basis in a full 360° campaign across social, digital and on-air.
- Fan group outreach was achieved providing super-fans with bespoke assets tailored for platforms, and assets to create their own content.
- Through our unique record label relationships we were able to provide artists with all the necessary information about voting and bespoke assets. This encouraged artists to get involved with their own incentives for votes, offering retweets and follows as rewards – these strategies were fully integrated with the artist's own social media plans.
Results - 452,745,105 tweets (x3 as many votes as the stunt garnered in 2013 – which was huge even then)
- The #MTVStars trended everyday it was live and there was a peak approx. 30k per minute.
- During the campaign, MTV saw significant ratings increases on it's UK TV channels:
- MTV Music was up 56% mom (up 22% yoy) in December.
- MTV Hits was up 75% mom (up 46% yoy) in December.
- The music pack was up 64% mom in December and grew 3% yoy during the period 'stars of 2014' was on air.
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