The multi-platform campaign will include gamification, rewards based on viewers’ social “clout”, apps and a second screen viewing experience.
David Hasslehoff will act as the EMA’s first “social media correspondent”, uploading backstage photos and providing commentary to the Twitter tracker. The tracker offers viewers data on buzz, photos and predictions about who might win the big awards.
MTV will be tagging the sentiment of tweets related to the awards and will create a heat map to display the artists that are generating the most buzz from fans throughout the event.
Another first is the creation of a video wall studio, which MTV has created in partnership with Microsoft to promote the company’s new Windows 8 software. It will feature a live tile interface, which Windows 8 users can access to see exclusive artist interviews, news, viewer polls and social media updates.
MTV has partnered with AttracTV to broadcast a live online show from backstage, which will air during the commercial breaks of the programme on Sunday (11 November). As well as interviews and red carpet arrivals it will also feature an interactive overlay allowing fans to chat, share footage, change camera views and receive real-time alerts about the winners.
In addition, the music channel has created a game, called MegaFan, in partnership with Bunchball. Viewers can earn points for interacting with all the content on the main EMA site. The users with the “most influence” and highest accumulated points will win an all-expenses paid trip to Frankfurt, where the awards show is being held this year.
Philip O’Ferrall, senior vice president of digital at Viacom International Media Networks, says: “The MTV EMA is the only awards show with such a co-ordinated, global digital media campaign. 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.