To drive viewers to the 2019 MTV VMAs, MTV Networks took a personalized approach. Artist-focused spots were targeted to reach specific fans of host Sebastian; Video Vanguard honoree Missy Elliott, and top performers including Taylor Swift and Lil Nas X. Paid search ads against high-volume artists drove additional awareness. The excitement continued during the awards show, with the team pushing out over 30 additional pieces of real-time content from the MTV and VMA social channels, including red-carpet arrivals and in-show GIFs. The VMAs trended for 12 hours worldwide and ranked as the most social program across broadcast and cable of the night and the summer, excluding sports.
MTV took full advantage of the big names involved in the VMAs to generate hype around the event. Not only did it build out artist-focused promotional spots, but it launched a national flyaway across 345 radio stations and took over NYC with tune-in graphics projected on buildings and VMA-branded pedicabs offering swag and free rides. Street teams of MoonPeople swarmed NYC tourist hot spots and downtown Newark, promoting the show and stopping for photo ops with fans. The party continued the day of the telecast with on-the-ground brand activations that let fans walk the red carpet and pose with life-size moonperson statues. The 360-campaign garnered more than 482 million views across social through over 100 pieces of content and went down as the most social tentpole event across any brand in Viacom history.
