#VMAStanMail
Creating new moments of connection between artists and fans.
VMAs conversation most often takes place in languages other than English. Every year, shows like the VMAs are broadcast, hosted in, and Tweeted about in English. But fans are increasingly Tweeting and talking in languages other than English. MTV and Twitter came together to unveil a new "only on Twitter" experience known as #VMAStanMail (soliciting Tweets from fans to their favorite artists). The activation was to designed to connect artists to fans around the world no matter which languages they speak.
Results:
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14 million people saw VMAs content for the first time because of #VMAsStanMail
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46 languages used to Tweet about #VMAStanMail
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159 markets Tweeted about #VMAStanMail
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40 million social interactions on show night (more than the Super Bowl)
Accolade: Winner of Shorty Awards for Live Video
Set design & user experience
Design direction of the set was vibrant and animated to match the tone of the Video Music Awards. The user experience for reading fan Tweets was kept as simple as possible for artists during their already very busy day. For viewers at home we paired Tweet overlays in multiple languages to match what the artist was voicing over.
Case study design
The design of the case study reflected the same tone as the in-person experience at the Video Music Awards set. It was essential to highlight the growing success this campaign has had with clear charts and graphs as well as some of our favorite of the many fan Tweets.
