MTV UK partnered with Spredfast (formerly Mass Relevance) to implement the largest-ever online vote. Their strong social strategy targeted fan bases and harnessed the power of gamification. By allowing viewers to visualize voting in real-time, MTV UK added excitement and buzz to their TV and digital platforms while reinforcing their position as the top musical brand and digital innovator.

Most Successful Social Media Campaign in MTV UK’s History Drives 166 Million Tweets and 22% Viewing Boost

OBJECTIVES: • Convert social media fans of the brand to broadcast viewers

and transform broadcast viewers to digital followers, in turn spiking TV viewership and online engagement.

• Leverage a gamification component that encourages interaction and participation with a social voting experience.

• Enhance the broadcast and digital experience by allowing fans and viewers to shape the results of the contest as it unfolds in real-time.

Viewers stayed on the MTV Hottest website for an average of 6.5 minutes, an over 50% increase in time on site.

#MTVHottest reached a peak Tweets per Minute of over 57,000 Tweets, more than three times the peak achieved by #RoyalBaby.

The MTV Hottest website generated close to 7 million page views in the one month voting period.

Showcasing extremely high rates of engagement and vitality, 58% of all content was retweeted.

Case Study

RESULTS:

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200 W. Cesar Chavez St. Austin TX 78701 512.538.0460 | spredfast.com | @spredfast | info@spredfast.com

MTV UK created an online and on-air social experience for music fans to connect and vote on their favorite summer artists. Launching with a hosted TV show, MTV UK showcased the fifty nominees and hashtag-based voting instructions. For the following two weeks, MTV UK displayed real-time leaderboards on both broadcast and their website, where fans could track and vote for their favorite artist. With a primary strategy of gamification, MTV UK concluded the campaign with a broadcasted announcement revealing the top twenty winners, boosting on-air tune-in.

SOLUTION:

MTV’s Hottest Summer Superstar is the latest in a regular series of UK music programming stunts and it’s the first time, in the UK, that we have visualized the Tweets both on-air as well as online using an artist leaderboard, powered by Spredfast, which proved to be insanely popular. The Tweet volume caused by the passionate engagement of both fans and artists has been truly astonishing and brought with it ratings uplift on all platforms and world recognition for our innovative approach.”

DAN PATTON | VICE PRESIDENT OF DIGITAL MEDIA

MTV Hottest accounted for almost all Twitter content and chatter surrounding two of the summer’s hottest artists. In the 26 days prior to the social experience going live, mentions of One Direction totaled 5.6 million Tweets and mentions of Justin Bieber totaled 7.4 million Tweets. After the #MTVHottest launch, mentions of One Direction totaled 64.5 million Tweets, a 1052% increase in chatter and mentions of Justin Bieber totaled 64 million Tweets, a 753% increase in chatter.

12 MIL.

#MTVhottest #Bieber#One Direction

8 MIL.

4 MIL.

JULY 17TH - 31ST AUGUST 1ST - 13TH

12 MIL.

#MTVhottest #Bieber#One Direction

8 MIL.

4 MIL.

JULY 17TH - 31ST AUGUST 1ST - 13TH

12 MIL.

#MTVhottest #Bieber#One Direction

8 MIL.

4 MIL.

JULY 17TH - 31ST AUGUST 1ST - 13TH

12 MIL.

#MTVhottest #Bieber#One Direction

8 MIL.

4 MIL.

JULY 17TH - 31ST AUGUST 1ST - 13TH