MTV is once again using #RoadToTheVMAs across social media to tease big announcements for their annual tent-pole event. MTV started this trend last year when the awards came to Brooklyn and have of course used the VMAs to set social media precedents for years. Last night MTV’s PR team teased to pay attention to the hashtag at 9am this morning. The big reveal was that the awards show is going back to southern California. “This year’s VMAs will have the distinction of being the first major award show to ever take place at the historic ‘Fabulous’ Forum,” in Ingelwood, according to their release. Read more
Posts Tagged ‘MTV’
A host of Viacom properties – MTV, Comedy Central, VH1, and Logo – have recently had great success premiering new shows within its apps. MTV today announced that its newest scripted series, ‘Faking It,’ will be available exclusively via the MTV app on iOS and Android, and on Xbox Live (for those with Xbox 360s) for 48 hours. The new romantic comedy about two best friends who become popular only after being mistakenly outed as lesbians is set to premiere on April 22 at 10:30 P.M. EST.
In late 2013 we covered MTV’s in-app release of the documentary ‘Generation Cyro’ a week before the linear premiere. “We’ve been actively experimenting with introducing new shows on the app to help build awareness and buzz leading to the premiere on television,” Robyn DeMarco, Executive Vice President of Programming and Content Strategy for MTV, said at the time. “Our audiences are living on these devices and these platforms provide new opportunities to super serve exclusive content to our fans while simultaneously creating new ways to integrate our ad partners.”
Last night during the Conan O’Brien hosted MTV Movie Awards, Vine wasn’t just used as a social marketing tool. At the beginning of the show Conan introduced six second recaps of some of the year’s best films. This was a huge opportunity for Vine to be seen as more than just a social network but a legitimate medium for trailering top Hollywood films. Read more
Fans of MTV’s ‘Teen Wolf’ are passionate beyond belief. In fact, MTV recently hired Kaitlyn Vella as a social media editor based on ‘Teen Wolf’ recap rap songs she posted to YouTube. Kaitlyn is 21 years old.
On Monday night’s episode, a popular ‘Teen Wolf’ character, Allison Argent (played by Crystal Reed), met her death. In anticipation of the outpouring of response to Argent’s death, MTV launched TeenWolfMemorial.com as a place for fans to mourn.
The site allows fans to upload videos expressing their feelings about Argent’s death, and MTV plans to share the best submissions across social. It also features exclusive content, and eulogies and curated tweets from other cast members. Read more
MTV is quickly becoming the leader in leveraging content marketing and social influencers to drive social TV initiatives. In January, the network hired a 21 year old social media editor, Kaitlyn Vella, who, as part of a duo called ‘The Wolf Pack,’ posted recap rap songs to YouTube about episodes of ‘Teen Wolf.’
“An influencer in her own right, we recognized her as a great talent and snapped her up as soon as she finished school,” Tom Fishman, Vice of Content Marketing and Fan Engagement for MTV, told Lost Remote. “One of the many things about her we loved was her great familiarity with young, up-and-coming social content creatives, and when we started building our influencer network in anticipation of the 2013 VMAs, Kaitlyn turned us on to O2L.”
Our2ndLife (O2L), a pop culture blogger boy band, will work alongside MTV’s social team to create and socialize content tied to the 2014 MTV Movie Awards. O2L has 1.5 million YouTube followers and 483,000 Twitter followers.
According to MTV, “[t]his marks the first time a television network has collaborated with a social influencer for the entirety of an annual tentpole event.” The partnership has kicked off already: MTV has supplemented their traditional nominations announcement with a special featuring ‘After Hours’ host Josh Horowitz and O2L. The content has been appearing on MTV and across O2L’s social channels. Read more
Next week, the film, television, music, and tech industries will descend upon Austin for South by Southwest (SXSW). The festival has grown tremendously in the past five years, and many brands use the week to shine a spotlight on new projects.
VH1 will be heading down and will focus on marketing its hi-def music channel, Palladia. Whereas MTV and VH1 have strayed away from music programming, Palladia is dedicated to showcasing music from Viacom’s portfolio 24/7.
On March 12, the network will be taking over Cedar Door Grill in Austin for “Palladia’s EPIC. AWESOME. SHOWCASE.” More exciting, though, is that Palladia will be giving one fan at SXSW the opportunity to program Palladia for an entire day with whatever live music content they want to show. SXSW attendees simply have to tweet about their “epic” and “awesome” experience using hashtag #epicawesome and Palladia will be choosing the winner based on the most compelling tweets received.
As TV and music options proliferate, networks will have to continue to integrate fan feedback into their programming schedules in order to hold their attention. “Simply put, fans impacting and influencing the programming is in my opinion not just the future of social TV, but TV in general,” Tom Chirico, VP, Digital and Social Engagement, VH1 and Palladia, told Lost Remote. “Digital has created the expectation that we live in an on-demand content world and through activations like this we’re bringing that same spirit to linear as well.” Read more
Logo TV, the Viacom network focused on LGBT content, has today released its first app – available free in the iTunes store. The app will be video-centric, and will contain a library of LGBT-focused films, authenticated access to Logo TV programming, and second screen experiences that will synch with linear telecasts.
To help boost app download numbers and to build buzz for its most-watched show, Logo TV will be premiere the first episode of Season Six of ‘RuPaul’s Drag Race’ exclusively in the app on February 17, a week before the February 24 TV premiere.
When art and music change the world: new MTV World series ‘Rebel Music’ follows young people in 6 countries
Last Monday, MTV World debuted ‘Rebel Music,’ a new documentary series about musicians and artists in areas of conflict. ‘Rebel Music’ will feature six episodes examining the lives of young people using art and music to create change around the world. The first two episodes premiered last week, and the remaining four episodes will debut weekly on mtvU and RebelMusic.com. Artist and activist Shepard Fairey, who also created the visual identity for ‘Rebel Music,’ is an executive producer. Read more
MTV is giving its second screen audience a sneak peak at a new documentary a week before its TV audience will get to see it.
“Generation Cryo,” a documentary following a 17-year-old who uncovers she has 15 half-siblings, will debut at midnight tonight on the MTV app, available to be watched all week on iPhone, iPad, and xBox 360 (for Xbox Live Gold members) before it debuts on TV next Monday at 10pmET.
“We’ve been actively experimenting with introducing new shows on the app to help build awareness and buzz leading to the premiere on television,” said Robyn DeMarco, Executive Vice President of Programming and Content Strategy for MTV. “Our audiences are living on these devices and these platforms provide new opportunities to super serve exclusive content to our fans while simultaneously creating new ways to integrate our ad partners.”
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