Engaging MTV Movie Awards’ Viewers with Promoted Tweets
The MTV Movie Awards is one of the most anticipated events of the year for MTV’s young audience. It’s an awards show for the movies that don’t necessarily get equal recognition at more prestigious awards shows like the Oscars. Actors from movies like Twilight and The Hunger Games win “Best Kiss” and “Dirtbag” awards in the shapes of movie popcorn instead of the famous gold Oscar statue.
MTV does a great job of engaging its young audience through social media. During this year’s movie awards, we looked to capitalize on this fact for Crossroads Generation with Twitter’s Promoted Tweets. We crafted our Promoted Tweets to match this audience and made sure to keep them relevant to what was happening during the awards show.
For example, during Sarah Jessica Parker’s new pro-Obama ad, we tweeted:
SJP may be stylish, but she’s got it wrong on Obama. Our generation can do better than “that guy” – bit.ly/KIWofr #XG #MovieAwards
— CrossroadsGeneration (@CrossroadsGen) June 4, 2012
We took a non-political event, turned it political, and our efforts got noticed…even by BuzzFeed. Tweets related to Fun….
Tonight, we are young — and underemployed. Join us. We can do better. bit.ly/KIWofr #XG #MovieAwards
— CrossroadsGeneration (@CrossroadsGen) June 4, 2012
…and The Hunger Games…
It’s harder to get a job than it is to survive the #HungerGames. May the odds be ever in your favor. bit.ly/KIWofr #MTVAwards #XG
— CrossroadsGeneration (@CrossroadsGen) June 4, 2012
…received upwards of 15 to 20 retweets with total impressions higher than 50,000 unique Twitter users.
Throughout the night we were competing against huge brands like Bing to get our tweets noticed. But by customizing the content to the events during the show, we saw the highest engagement yet for XG and introduced our client’s message to a whole new audience.
