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Posts Tagged ‘MTV’

#GoodLook: MTV Launches New Social Campaign to Combat Bias (Exclusive)

mgid-uma-image-mtvMTV has always been more than a TV network.

Today, MTV is announcing a new hashtag initiative as part of its multi-year social campaign, “Look Different,” which began in April. The goal of the program is to use the power of social media to drive social change. For the hashtag campaign, people will be asked to share real-life scenarios that either challenge or promote bias. #GoodLook will be used to share instances that challenge bias, while #NotAGoodLook will be used to share instances that promote bias. The best #GoodLook messages will appear on-air on MTV beginning in late July and the “Look Different” website at http://good.lookdifferent.org.

MTV has created an on-air promo spot where every week they will feature 1-2 new #GoodLook photos, Vines, tweets, etc. that were submitted with the hashtag via any social platform that uses hashtags. The promo spot will run throughout the day on the network and in primetime and debut at the end of July. Read more

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Fueling social fandom: a conversation with VH1, MTV and Comedy Central

Screen Shot 2014-06-12 at 12.23.58 AMSocial TV is coming to Brooklyn tomorrow as the Northside Festival (a major music and entertainment festival in Williamsburg in Brooklyn) cooks off. I’ll be moderating a panel on fueling social fandom with three thought leaders from the social TV space. I’ll be joined by Tom Chirico, VP of Digital and Social Engagement at VH1, Tom Fishman VP, Content Marketing and Fan Engagement for MTV and Don Steele, the Senior Vice President of Fan Engagement and Multi-Platform Marketing at Comedy Central to discuss the following.  Read more

Exclusive: Behind MTV’s 2014 Movie Awards Partnership with Tumblr and Taco Bell

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When it came time to carry out the first iteration of a partnership with Tumblr to provide a custom advertising solution for Taco Bell during the 2014 Movie Awards, MTV thought outside the bun.

The Giffie Awards – in which MTV artists created real-time GIFs of events that transpired during the Movie Awards – were “presented by Taco Bell” and posted to MTV’s Tumblr throughout the evening. In addition to the Giffies, MTV gathered social influencers at Tumblr’s New York headquarters to produce additional content.

In just over two hours, MTV posted to its account a total of 87 times, and the results of the campaign, shared exclusively with Lost Remote, proved that it was a resounding success.

The posts generated over 250,000 notes, and reblogs constituted a high percentage of these notes. According to Tumblr, these numbers made the initiative one of the most engaging promoted campaigns in the social network’s history.

The big results come on the heels of a recent Pulsar study, which concluded that the conversation surrounding TV is larger and lasts longer on Tumblr versus Twitter. The study also suggested that on Tumblr, fans immerse themselves in their show’s universe, create their own narratives, and advocate for the show. Read more

Upfronts: How the cast of MTV’s ‘Faking It’ and ‘Awkward’ are using social media

photo copyYesterday was MTV’s upfront where the network debuted a number of exciting new programs. Lost Remote caught up with cast members from two of their hit shows earlier in the day to discuss how they use social media to interact with fans and promote the show. Here are the details.  Read more

MTV makes first big announcement for 2014 VMAs on social media

mgid-uma-content-mtvMTV 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

MTV Releases Premiere of ‘Faking It’ Via the MTV App One Week Prior to Linear Debut

mtv-logoA 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.”

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MTV’s Movie Awards integrate Vine into the broadcast with six second movie recaps

2014 MTV Movie Awards - ShowLast 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

MTV continues to redefine the concept of fan engagement with TeenWolfMemorial.com

allisonTalk about a “rabid” fan base.

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

Why MTV is teaming up with Our2ndLife to promote the 2014 Movie Awards

mtv-movie-awards-2014-nominationsMTV 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

Exclusive: Palladia to give SXSW 2014 attendee programming power for a day

unnamedNext 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

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