The main goal of the project was to build awareness of the MTVNHD channel among men in the 25+ age group in five different markets: Poland, Germany, Belgium, the UK and Australia. Our target audience was a very diverse group of people. They often have very different tastes when it comes to music. We decided to give them an opportunity to feel their favorite type of music and bring back the meaning of "music television" to MTV in HD.

Published
August 2012
Topics

The Story

The main goal of the project was to build awareness of the MTVNHD channel among men in the 25+ age group in five different markets: Poland, Germany, Belgium, the UK and Australia. Our target audience was a very diverse group of people. They often have very different tastes when it comes to music. We decided to give them an opportunity to feel their favorite type of music and bring back the meaning of "music television" to MTV in HD.

We created an experience-based web app that allows users to add their photo and invite the world of music into their homes. Each person who visited our site could choose from five music genres. After selecting the genre and uploading their photo, the user became the main star of the video, which included all things characteristic to their favorite type of music. We based the application‚s working mechanism on 3D tracking technology that we refined for an even better experience. Everyone who created their own music video could take photos of it and post them on Facebook or send them by email.

The Technology

  •  

    Social

    Facebook

  •  

    Video

    YouTube

The Results

During the first four weeks of the campaign, all of videos were watched over 600,000 times and the average stay of a user on the site was 5:09 minutes. There was 42,916 hours (almost five years!) of active contact with the brand. Each share on Facebook caused 22 activities from other users and over 900,000 user actions over all shares in social media.

500k+

unique users

120k+

unique videos

Launch Date 20 January 2011