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