MTV Europe Music Awards
How MTV Struck a Chord with Fans of the 2011 European Music Awards
MTV to—and from—the masses
Goal: To encourage viewership and build anticipation for the 2011 MTV European Music Awards (EMAs).
Solution: Cultivate audience enthusiasm and transform the MTV EMAs’ website into an engaging, interactive “MegaFan Competition” online, by partnering with Bunchball.
Step #1: Encourage users to register and join a celebrity “Fan Team”, and compete to accrue the most points for their team.
Step #2: Reward points when users watch past EMAs, view photo “flipbooks” on previous sites, and vote for audience choice categories—such as Best Pop Act, Best Rock Act, and Best Music Videos.
Step #3: Award prizes to users with the most points, including a grand-prize giveaway trip to the EMAs in Belfast.
Benfits: Created the biggest MTV EMAs audience to date, while increasing EMA-related page views by 530%, and mobile and tablet app downloads by 159%, year-over-year. Source...