Thread by @jappleby

Major social media campaigns have so, so many more content plays than you realize.

Here's 14 social tactics the MTV @VMAs used for their award-winning campaign, from TikTok to YouTube to Creators to... so, so much.

Social Media Case Study 🧵:

These are just the 14 I pulled out from their case study video - for a more complete list, head to their Short Awards entry. Kudos to them - this is one of the most complete award-entry submissions I've ever seen.

1. TIKTOK: MTV partnered with 3 creators to reveal the VMA nominees in artistic, visually-appealing ways.

Check out this nail art reveal for the Song Of The Year nominees. instagram.com/reel/CScKqMRFI…

2. DOT COM: Fans could vote on each award via MTV's official website, making everyone feel like a judge while showing who they stan.

3. TWITTER / DOT COM: By following the @VMAs on social, fans would learn about Power Hours, where their votes counted for double! That means an artists' core following could really show their support by strategically timing their votes.

4. STANCAM: a real-time interactive streaming experience where fans have real moments & real-time voting.

Details on a previous StanCam: shortyawards.com/13th/mtvs-2020…

5. TIKTOK: the first-ever “Trending: VMAs” honored creators and music trends that dominated social media, with in-platform voting, and a livestream featuring awards & performances.

6. INSTAGRAM STORIES: The @VMAs launched custom GIFs & spinners for everyone to use on their personal Instagram Stories.

Instagram Randomizer Sticker: instagram.com/ar/30254970510…

VMA GIPHY Stickers: giphy.com/vmas/2021-vmas

While you're here, if you find these Social Media Case Study threads helpful, I'd love if you considered Retweeting it? Maybe adding a recommendation or your thoughts with a Quote Retweet?

You can follow me at @Jappleby for more Case Studies - I'm publishing 3x a week right now!

7. INSTAGRAM REELS: A creator series with content remembering old shows + leading up to new night.

8. YOUTUBE: Maintained a steady lead-up presence on YouTube with VMA-themed 24-hour livestreams and long-form VMA-themed compilations.

Here's an example from Wild 'N Out:

9. TWITTER / YOUTUBE: The VMA Pre-Show was streamed live on Twitter and YouTube with performances, interviews and fashion highlights.

Watch: twitter.com/i/events/14371…

10. ALL CHANNELS: Week of show, the live coverage was constant across every single social platform. Interviews, behind-the-scenes, original content - you name it, the @VMAs had it.

11. YOUTUBE: Live Aftershow to talk about all the best moments.

WATCH:

12. FACEBOOK: 1st entertainment brand to use the Superhash Experience, a new offering from Facebook.

13. YOUTUBE: Debuted custom VMA-themed video franchise episodes, including ‘Stan vs Stan’ and ‘VMAnimation’

You gotta see the Lil Nas X VMAnimation:

14. INSTAGRAM: The @VMAs launched two Instagram Story-exclusive categories via bracket-style voting, where fans could vote via Instagram Story stickers.

The results were insane.
#VMAs trended #1 worldwide for 7 HOURS.
#VMAs trended in 58 markets worldwide with tweets in 56 languages.
#VMAs generated 2 billion Twitter impressions.

Maybe the craziest: The VMAs had more social interactions than the Super Bowl.