MTV Wins the Shorty Industry Award for Best Integration of Social Media with Traditional Media
MTV’s 2010 VMAs Twitter Tracker was awarded the Shorty Industry Award for Best Integration of Social Media with Traditional Media at the 3rd Annual Shorty Awards on Monday, March 28, 2011 in New York City.
Overview: Prior to the 2010 Video Music Awards, MTV launched an application called the MTV VMA Twitter Tracker. The web-based visual application displayed tweets and trending topics related to the awards. When the Awards aired September 12, 2010, the application featured a visualization of discussions happening on Twitter concerning the show and the nominated artists. The application showed the top 50 topics related to the awards show, the number of tweets per minute for the topic, and clickable tweets so fans could find out what others’ were talking about. Users could also use the application to tweet about the show with pre-loaded hashtags. The VMA Twitter Tracker connected fans and viewers before, during, and after the airing of the Awards on MTV.
Impact: Millions of tweets and users were cataloged and integrated into the application during the award’s ceremony. Popular artists, including Taylor Swift, were mentioned in more than 3,500 tweets a minute during the show. The MTV Video Music Awards also scored the biggest numbers for any MTV telecast since 2002. The VMAs had 11.4 million viewers and were also the single highest rated program on the network during 2010.
