MTV's extensive social and digital tactics for the MTV Movie Awards offer viewers new ways to engage before, during and after the June 3 live broadcast.
Building off its social success with the VMAs, MTV is looking to deeply integrate social elements into its other major awards show, the MTV Movie Awards.
For the first time, movie fans can vote using Twitter hashtags. The live social voting works only for the new "Best Hero" category, which already has attracted more than 60,000 votes since Tuesday. Registered MTV.com users, however, can still vote in other categories on the show's website.
Vying for the "Best Hero" title are Harry Potter (#votepotter), Katniss Everdeen (from Hunger Games, #votekatniss), Thor (#votethor), Captain America (#votecaptain) and Jenko (from 21 Jump Street, #votejenko).
MTV told us that it knows from past live-voting initiatives that fans love to get the word out to promote their favorite stars and franchises. "They love to game the system and we look forward to helping them do just that," MTV told us. As a result, expect a showdown for "Best Hero" between fans of The Hunger Games and Harry Potter to continue until Sunday night.
MTV also has these digital elements on tap for the awards show hosted by comedian Russell Brand:
- Twitter Tracker: Like MTV did during the Video Music Awards in August, it will dissect Twitter conversations in a visualization that displays popular moments and celebrities. The feature will allow users to view how many tweets per minute any moment is garnering and share photos of certain moments across social networks.
What's different about this year's implementation is that MTV will be providing context around what happens at the moment of a tweet. So instead of just seeing "Beyonce" as a trending topic, fans can see a clip or image from the show that correlates with the social activity taking place online.
- Facebook Tracker: MTV will introduce a Facebook Tracker to keep tabs on the level of Likes and shares of Movie Awards moments shared on its Facebook page.
- All Access Live: The show's second-screen experience for desktops and mobile devices will give viewers six camera angles (red carpet, dressing room, paparazzi, audience, balcony and MTV cut), sharing capabilities, a place to chat with fellow viewers and animated GIFs from celebrities on the red carpet. The GIFs will be posted on MTV's Tumblr blog.
- Shazam: The ceremony will be Shazam-enabled, meaning viewers can use the app during the broadcast to buy performers' music and watch social media interactions.
- Post-Show Features: MTV will have a red carpet galleries and interviews, backstage video highlights and editorial coverage of the show and winners.
A Launchpad for the Future
Some of the features that MTV is launching for the MTV Movie Awards might just find their way into the big show — the VMAs — later this summer.
In this way, the Movie Awards are a testbed of sorts for the future initiatives for the VMAs. "It just so happened that the Movie Awards are first," MTV told us, noting that it plans to refine the most successful initiatives into its flagship awards show.
Understanding that virility is a major component to award shows, MTV wants to make it as easy as possible for fans to tag and share the best moments of the show across mobile and the desktop in as close to real-time as possible. The net result — as last year's VMA ratings proved — is that socially engaged audiences tend to watch more.
To pump up the shareability factor even more, MTV will air exclusive footage of The Dark Knight Rises with director Christopher Nolan and actors Christian Bale, Joseph Gordon-Levitt and Gary Oldman on hand for the occasion at Gibson Amphitheatre in Universal City, California.
Christina Warren contributed to the reporting in this article.
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