MTV uses Snapchat to announce VMA nominations
MTV has used Snapchat to revealed the nominees for the VMAs, with Austin Mahone, Fifth Harmony and Becky G as well as stars from MTV shows making cameos in the clips.
The nominees, which have now been revealed, include Beyonce, who is up for eight awards.
This is not the first time that MTV has taken to new social channels to support its products: Geordie Shore was promoted through Snapchat last year, and the new season is being touted through TunePics.
Last year's VMA nominees were announced via Vine videos.
Tom Fishman, vice president of content marketing and fan engagement, told Mashable: "We could have used one person to announce all of them but this is really going to buy us a lot of reach."
The campaign took the form of eight 10-second videos on Snapchat.
Everyone go add @MTV on @Snapchat to see @tylergposey announce the 2014 vma nominations for video of the year! pic.twitter.com/ptDow3rUuq
— THANK YOU POSEY (@TPoseArmy) July 17, 2014
Th girls on @MTV snapchat! @LaurenJauregui @AllyBrooke @dinahjane97 pic.twitter.com/zvxmIQEZju — Like a BO$$! (@BahfeliciaXO) July 17, 2014