Goal: Increase viewership and build anticipation for the MTV European Music Awards (EMAs).
Challenge: Attract audience attention and engagement in the age of distraction.
Solution: Cultivate audience enthusiasm and reward participants with social influence through an interactive “MegaFan Competition”, powered by Bunchball Nitro.
Step 1: Encourage people to register and join a celebrity “Fan Team”, and compete to accrue the most points for their team.
Step 2: Award points for watching video clips and photo “flipbooks” and reading articles, and sustain engagement with weekly challenges.
Step 3: Encourage players to vote for their favorite rock stars using the mobile app and award social influence points for sharing on Facebook and Twitter.
Step 4: Award prizes to people with the most points, including a grand-prize giveaway trip to the EMAs.
Results: MTV increased user registrations by 20% with 3 times the fan engagement and 236% more fan voting. The show experienced the highest audience ratings ever with a 530% jump in website page views and a 159% increase in mobile and table app downloads, compared to the previous year.