Home  › Marketing › Strategies
mtv-vma

MTV Opts for Instagram, Vine Videos to Announce VMA Nominees

  |  July 17, 2013   |  Comments

MTV says this makes the VMAs the first award show to utilize Instagram and Vine videos in this capacity.

Earlier today, MTV unveiled the nominees for the 2013 Video Music Awards' Video of the Year via - What else? - Instagram and Vine videos.

Then, each subsequent hour for a total of eight hours, MTV will post a new Instagram and Vine video highlighting the nominees for additional categories.

MTV says this makes it the first award show to announce nominations via these video platforms.

What's more, the 2013 Video Music Awards will take place August 25 at the Barclays Center in Brooklyn. And, according to MTV, this 30th anniversary show will hit another milestone as the first major annual awards show to take place in the borough.

MTV tapped stop-motion animator Khoa Phan to create eight original pieces for Instagram and Vine.

"We have a longstanding relationship with Khoa," writes MTV rep Kurt Patat in an email. "His particular brand of visual is golden for platforms like Instagram and Vine...it's beautiful, compelling and highly sharable."

Phan has previously created Vine videos for MTV for National HIV Testing Day to promote ItsYourSexLife.com, as well as to encourage support for Oklahoma tornado victims via www.act.mtv.com.

According to Patat, the Instagram/Vine videos mark the latest effort in MTV's #RoadToTheVMAs campaign, which features the VMA Moonman statuette in iconic locations around New York. So far, the campaign has garnered more than 250,000 likes on Instagram, 16 million impressions on Twitter, 8 million impressions on Facebook and 1 million impressions on Tumblr, he says.

Patat says MTV was the first brand to acquire 1 million followers on Instagram. As of Tuesday, it had 1.4 million.

Since Instagram added video on June 20, MTV has posted several, including a video of Jay-Z and Beyonce dancing, which was liked more than 10,000 times, and a video of Moonman at the Mermaid Parade at Coney Island, which was liked more than 20,000 times.

The 2012 MTV Video Music Awards had 6.1 million viewers.

ClickZ Live Chicago Join the Industry's Leading eCommerce & Direct Marketing Experts in Chicago
ClickZ Live Chicago (Nov 3-6) will deliver over 50 sessions across 4 days and 10 individual tracks, including Data-Driven Marketing, Social, Mobile, Display, Search and Email. Check out the full agenda and register by Friday, Oct 3 to take advantage of Early Bird Rates!

ABOUT THE AUTHOR

Lisa Lacy

Lisa Lacy is senior staff writer at ClickZ. In addition to ClickZ, her work has appeared in The Huffington Post, The Luxury Spot, LearnVest, MarthaStewart.com, GoodHousekeeping.com, amNewYork, and The Wall Street Journal. She's a graduate of Columbia's School of Journalism.

COMMENTSCommenting policy

comments powered by Disqus

Get the ClickZ Marketing newsletter delivered to you. Subscribe today!

COMMENTS

UPCOMING EVENTS

Featured White Papers

IBM: Social Analytics - The Science Behind Social Media Marketing

IBM Social Analytics: The Science Behind Social Media Marketing
80% of internet users say they prefer to connect with brands via Facebook. 65% of social media users say they use it to learn more about brands, products and services. Learn about how to find more about customers' attitudes, preferences and buying habits from what they say on social media channels.

An Introduction to Marketing Attribution: Selecting the Right Model for Search, Display & Social Advertising

An Introduction to Marketing Attribution: Selecting the Right Model for Search, Display & Social Advertising
If you're considering implementing a marketing attribution model to measure and optimize your programs, this paper is a great introduction. It also includes real-life tips from marketers who have successfully implemented attribution in their organizations.

Jobs

    • Tier 1 Support Specialist
      Tier 1 Support Specialist (Agora Inc.) - BaltimoreThis position requires a highly motivated and multifaceted individual to contribute to and be...
    • Recent Grads: Customer Service Representative
      Recent Grads: Customer Service Representative (Agora Financial) - BaltimoreAgora Financial, one of the nation's largest independent publishers...
    • Managing Editor
      Managing Editor (Common Sense Publishing) - BaltimoreWE’RE HIRING: WE NEED AN AMAZING EDITOR TO POLISH WORLD-CLASS CONTENT   The Palm...