MTV unveils immersive media campaign for 2012 MTV EMAs
MTV has launched an immersive media campaign, designed to enhance fans viewing experience, for the 2012 MTV EMA. The cross-platform campaign focuses on social media and incorporates gamification, social ‘clout’ rewards, social sentiments, a Video Wall Studio, and a second screen live viewing experience encompassing all 36 regions in 22 languages. MTV has also partnered with AttracTV to broadcast the Backstage Show live online. The Backstage Show will run during the commercial breaks giving viewers’ access to behind the scenes action, red carpet arrivals, live artist interviews, and the presentation of two additional awards. The AttracTV interactive overlay allows fans to chat, share viral moments, receive real-time alerts in winners, and gain access to alternate camera view, live polling and artist Twitter feeds. MTV has also introduced a social media correspondent – David Hasselhoff – who will upload backstage photos and provide commentary on the EMAs. Host Heidi Klum will also be keeping her social media presence up-to-date throughout the show. The Video Wall Studio, in partnership with Microsoft, uses the new Windows 8 interface to link nine content segments which will link from the main show to the Video Wall Studio allowing the presenter to interact with the wall to reveal backstage news, red carpet highlights, social media updates and viewers polls. Gamification also features in the campaign with the return of MegaFan, powered by Bunchball. The game sees users collect points for interacting with the EMAs with an all-expense trip to Frankfurt awarded to users with the most influence and highest accumulated points. Philip O’Ferrall, SVP, Digital, Viacom International Media Networks, commented: “The MTV EMA is the only awards show with such a coordinated, global digital media campaign. Thanks to our scale and reach, we take social engagement around the EMA to unparalleled levels. From our EMA sites to Twitter to Facebook to our EMA app, our goal is to create a richer, more immersive social experience for music fans around the world.” The EMAs take place this weekend on Sunday 11 November and will be broadcast live from Frankfurt’s historic Festhalle.