The Drum Awards Festival - Extended Deadline

-d -h -min -sec


MTV uses Snapchat to announce VMA nominations


By Ishbel Macleod, PR and social media consultant

July 17, 2014 | 2 min read

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.


More from Snap

View all


Industry insights

View all
Add your own content +