MTV Europe Music Awards
MTV Networks
Client goal: How to encourage tune-in and build anticipation for the 2011 MTV Europe Music Awards while making the official event website an engaging destination visitors will want to return to often.
Solution: MTV and Bunchball transformed the MTV EMA site from a simple content site to an engaging "MegaFan Competition." Users registered for the site and earned points by voting for audience choice categories like Best Pop Act, Best Rock Act and Best Music Video. Users also earned points by watching past EMA performances, viewing "photo flipbooks" of past shows, and reading articles. Additionally, group functionality allowed users to join a "Fan Team", such as Team Justin Bieber or Team Lady Gaga, and face off to accrue the most points for their team. Real-world prizes were rewarded to users with the most points, including a grand-prize giveaway trip to the EMAs in Belfast. The 2011 MTV Europe Music Awards website was implemented across 32 subdomains in 20 different languages.
Results: The televised awards were complemented by activity online – EMA-related page views on MTV's UK website were up 530% year-on-year to nearly 500,000 – and in MTV's mobile and tablet apps, with downloads up 159% year-on-year. Source...
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