MTV UK aimed to create a social voting experience that would drive brand awareness, curate conversation, and increase online engagement and broadcast tune-in. Their strong social strategy targeted fan bases and harnessed the power of gamification, resulting in the largest-ever online vote, driving 166 million tweets and a 22% boost in viewers.

1. MTV UK partnered with Spredfast (formerly Mass Relevance) to implement the
largest-ever online vote. Their strong social strategy targeted fan bases and
harnessed the power of gamification. By allowing viewers to visualize voting in
real-time, MTV UK added excitement and buzz to their TV and digital platforms
while reinforcing their position as the top musical brand and digital innovator.
Most Successful Social Media
Campaign in MTV UK’s History
Drives 166 Million Tweets and
22% Viewing Boost
OBJECTIVES:
• Convert social media fans of the brand to broadcast viewers
and transform broadcast viewers to digital followers, in turn
spiking TV viewership and online engagement.
• Leverage a gamification component that encourages
interaction and participation with a social voting
experience.
• Enhance the broadcast and digital experience by allowing
fans and viewers to shape the results of the contest as it
unfolds in real-time.
Viewers stayed on the MTV
Hottest website for an
average of 6.5 minutes, an
over 50% increase in time
on site.
#MTVHottest reached a
peak Tweets per Minute of
over 57,000 Tweets, more
than three times the peak
achieved by #RoyalBaby.
The MTV Hottest website
generated close to 7 million
page views in the one
month voting period.
Showcasing extremely high
rates of engagement and
vitality, 58% of all content
was retweeted.
Case Study
RESULTS:

2. “
200 W. Cesar Chavez St. Austin TX 78701 512.538.0460 | spredfast.com | @spredfast | info@spredfast.com
MTV UK created an online and
on-air social experience for music
fans to connect and vote on their
favorite summer artists. Launching
with a hosted TV show, MTV UK
showcased the fifty nominees and
hashtag-based voting instructions.
For the following two weeks,
MTV UK displayed real-time
leaderboards on both broadcast
and their website, where fans
could track and vote for their
favorite artist. With a primary
strategy of gamification, MTV UK
concluded the campaign with
a broadcasted announcement
revealing the top twenty winners,
boosting on-air tune-in.
SOLUTION:
MTV’s Hottest Summer Superstar is the latest in a
regular series of UK music programming stunts and
it’s the first time, in the UK, that we have visualized
the Tweets both on-air as well as online using an artist
leaderboard, powered by Spredfast, which proved to
be insanely popular. The Tweet volume caused by the
passionate engagement of both fans and artists has
been truly astonishing and brought with it ratings
uplift on all platforms and world recognition for our
innovative approach.”
DAN PATTO | VICE PRESIDENT OF DIGITAL MEDIA
MTV Hottest accounted for almost all Twitter content and chatter surrounding two
of the summer’s hottest artists. In the 26 days prior to the social experience going
live, mentions of One Direction totaled 5.6 million Tweets and mentions of Justin
Bieber totaled 7.4 million Tweets. After the #MTVHottest launch, mentions of One
Direction totaled 64.5 million Tweets, a 1052% increase in chatter and mentions of
Justin Bieber totaled 64 million Tweets, a 753% increase in chatter.
12 MIL.
#MTVhottest #Bieber#One Direction
8 MIL.
4 MIL.
JULY 17TH
- 31ST
AUGUST 1ST
- 13TH
12 MIL.
#MTVhottest #One Direction
8 MIL.
4 MIL.
JULY 17TH
- 31ST
AUG
12 MIL.
#MTVhottest #Bieber#One Direction
8 MIL.
4 MIL.
JULY 17TH
- 31ST
AUGUST 1ST
- 13TH
12 MIL.
#MTVhottest #Bieber#One Direction
8 MIL.
4 MIL.
JULY 17TH
- 31ST
AUGUST 1ST
- 13TH