Every year, the MTV EMA is the world's biggest night in music, and each year, our audience consumes content on more platforms. Our 2016 mobile campaign set to engage our worldwide audience on a variety of mobile platforms they care about including Facebook Messenger as well as our own apps and responsive site.
For the world's biggest night in music we brought the audience at home closer to the show than ever before through fans-first mobile integrations. In addition to the linear broadcast, the show was livestreamed on the MTV Play international mobile streaming video app, available in 25 markets, as well as the MTV EMA site.
Our 360 virtual reality experience gave fans the opportunity to get up close and personal with 2016 EMA performers, including Bebe Rexha, Shawn Mendes and Bruno Mars, in real time via the MTV EMA App. By placing cameras in the main show, fans from around the world chose where to look, making the show an individual interactive virtual reality experience.
Fans could not only watch the MTV EMAs in new ways, but also directly engage with the show. We were the first-ever global awards show to launch a Facebook Messenger bot that allowed fans to interact with MTV EMA by asking questions related to the show, interacting with Facebook Live backstage hosts Becca Dudley and Sway Calloway, and accessing live updated show GIFs.
Fans from around the world viewed and interacted with The 2016 MTV EMA's in more ways than ever before; we were truly EVERYWHERE. On the EMA App, page views per visit were up by 40% YoY. Mobile phones were the most-used device to access the MTV EMA website, representing 68% of all traffic. Fans spent, on average, 7½ minutes in conversation with the EMA Bot, also accessing 7-8 GIFs through repeat searches. Our 2016 mobile campaign was engaging and innovative because we truly were everywhere our fans like to be.