MTV has launched an immersive media campaign for its Europe Music Awards (EMA), held in Frankfurt’s Festhalle this Sunday, with features to enhance fans’ viewing experience.
The cross-platform campaign will incorporate ‘gamification’, social ‘clout’ rewards, social sentiment, a video wall studio and a second screen live viewing experience across 36 regions and 22 languages.
MTV and AttracTV have joined forces for the live online broadcast of the Backstage Show which will run during the commercial breaks, giving music fans access to behind the scenes action, red carpet arrivals, live artist interviews with presenter Tim Kash and the presentation of two MTV EMAs.
The interactive overlay will allow fans to chat, share viral moments, and receive real-time alerts on winners. In addition, they will have access to alternate camera views, live polling and artist twitter feeds.
“The MTV EMA is the only awards show with such a coordinated, global digital media campaign,” Philip O’Ferrall, senior vice-president at Viacom International Media Networks, said. “Thanks to our scale and reach, we take social engagement around the EMA to unparalleled levels. From our EMA sites to Twitter to Facebook to our EMA app, our goal is to create a richer, more immersive social experience for music fans around the world.”
This year’s campaign has been designed for use across all screens including smart phones and tablets. A multi-language mobile site and the MTV EMA iOs app give fans around the world unprecedented access to local and global content, as well as the opportunity to interact directly with the show, their favourite performers and with each other.