MTV UK is planning to use new mobile social network Tunepics in its social marketing campaigns across key music and entertainment shows and MTV branded live music events.
Geordie Shore series 8 will be the first MTV series to use Tunepics, enabling ‘pinnacle moments’ from the show to be shared with fans in real time to build excitement, increase engagement, and drive audiences back to the MTV-branded homepages.
The app, which launched in May, was created by former Top Shop CMO Justin Cooke and allows users to feature a song with every picture that they share, with a direct link to purchase each track from iTunes. They can also use the ‘emotion wheel’ to express the way they feel about the image before uploading it onto Tunepics. A click-through feature lets users to drive viewers through to selected websites.
Jo Bacon, MTV UK vice-president of marketing, creative and publicity, said: "At MTV we pride ourselves on being at the forefront of youth trends and innovation. Tunepics offers us a direct route to our audiences, allowing us to offer them more exclusive content via their most cherished devices. The combination of images, music and mood on this platform provides us with a real opportunity to engage with our audiences on a more emotive level and to drive real-time buzz for our shows and on the ground interaction with our brand at MTV events.”
MTV launched Tunepics at a live music event, MTV Crashes Plymouth, this week and shared exclusive content from the @MTVUK official account and captured key live moments which were paired with music to ‘summarise the emotion’ of the event.