Since its inception in 1994, the MTV EMA has established a reputation as one of the most sensational music award shows in the world. The “2012 MTV EMA”, held in Frankfurt, Germany, generated 254 million touchpoints globally. Heidi Klum hosted the show, introducing world class performers such as No Doubt, Taylor Swift, Rita Ora,The Killers, Fun & Muse.
With the overall strategy to continue focusing on keeping the show relevant, the objective was also to create a deeper and more engaging experience for our audience of music fans and thus increasing brand partner transference and consideration amongst the MTV audience.
Replay, Windows 8 & Renaissance Hotels were the exclusive sponsors in 2012 and through the partnerships they were integrated through on air billboards, web and mobile sites, extensive marketing campaigns (print, radio, online, onair, city branding), inclusion in all PR activity and through branding and bespoke activity on the ground in and around the EMA venue and after party.
The bespoke partner campaigns consisted of product integration into the live show, the red carpet show & digital show, on-air competitions, online voting, on-the-ground activity in the venue and retail, continual on-air and online promotions and strategic press releases. News, voting, nominations and gossip appeared on Facebook and Twitter and Megafan gamfication elements engaged users with content and enabled users to earn points and have the chance to win a trip to the 2011 show.
The 2013 MTV EMA will take place in Amsterdam on Sunday November 10th 2013.