“MTV says that by allowing YouTube stars to curate the show and through experimenting with Instagram and Snapchat, the European Music Awards is giving sponsors, such as Activision’s Guitar Hero, more exposure among millennials than ever before” reports MarketingWeek.
For this year’s awards, MTV made it available for all those unable to attend the event, to remain up to date, with live streams via the MTV app.
Using social media to spread the word
The brand has demonstrated their youth appeal though introducing Instagram’s new ‘Boomerang’ app – whereby 5 photos are taken in a second and curated together to go on a repetitive play and rewind loop. Encouraging award nominated artist to get involved with the idea enables the brand to extend the events online reach. Using the hashtag #mtvema or #boomerang, you can view a number of these online.
Not stopping there, MTV ventured into the realm of Snapchat Live Stories, giving viewers real-time backstage access.
Pre-awards ceremony, MTV posted a press release on their website stating “MTV and Snapchat are also partnering to bring fans closer to the action of the EMA’s. Snapchat will be covering the event through MTV EMA Live Story and have custom MTV EMA geofilters available to Snapchatters attending the show. Additionally, MTV will feature exclusive EMA content from the red carpet, main show and backstage on its international Snapchat Discover channel. Additionally, the network will feature live content on Vine, Facebook and Twitter throughout the night, and will live-stream backstage moments via Periscope.”
Global reach in a digital era
The event took place in Milan on Sunday October 25th and saw a host of celebrities hit the red carpet. This is the first global music awards show to give fans a fully immersive experience.
Vice President Digital Media, Philip O’Ferrall has responsibility for all MTV’s activity across online, interactive TV, mobile, video-on-demand, and emerging platforms. Reportedly, Mr O’Ferrall states the social strategy is providing partner brands with more global reach than ever before. “The message has to be if you want your brand to achieve global domination, then come to MTV and we’ll give you something for every month of the year.” He tells MarketingWeek, back stage in Milan.
In a digital era, even the most notorious events are now leaning on social media for marketing support. Targeting millennials through social media not only spreads the word of what is happening but enables interaction between fans, hosts and celebrities.
If online influence was still doubtable, O’Ferrall goes on to say “Instagram, Vine and YouTube stars are phenomenal talents and are a rare breed, like the top Hollywood actors. They are driving more people to our channels than ever before” revealing just how integral social media has become to MTV and its audience.
In order to stay relevant all companies, in every sector, have to find their own way to stay current. MTV’s marketing team have worked well in finding how to target their younger audience, by maintaining relevance within the generation, and presenting this years awards show in am immersive light.
Did you catch any MTV EMA news online? Do you think popular apps are the future for marketing? Share your thoughts and comment below.