July 16, 2013

VMAs Become First Awards Show to Integrate Vine, Instagram in Big Reveal

It’s official: Awards shows are now leveraging popular mobile and social applications to interact with fans and viewers. Leading this movement is MTV’s Video Music Awards, or VMAs, which has chosen to reveal this year’s nominees and contenders through the popular video sharing apps Instagram and Vine tomorrow, July 17. This comes shortly after the brand used Instagram to reveal the location of this year’s awards show – the Barclays Center in Brooklyn, New York.

The first video will officially drop tomorrow morning at 8 A.M. ET, where Instagram’s over 100 million active users (a feat the company conquered in the only two and a half years since launching) and Twitter’s over 200 million monthly active users will get a chance to lay their eyes on who is in the running for this year’s VMA awards, slated for August 25.

Today, MTV explained to tech news outlet Mashable that it had hired master animator and creator Khoa Phan – who put an ingenious touch on videos for Peanuts Worldwide and Snapple – to construct the videos. Mashable further reported that the videos will bolster the VMAs’ reputation as innovative and limit-pushing, “giving [it] the distinction as the first award show to ever announce nominations via these social media video platforms,” according to an MTV spokesperson.

Having reeled in a curious quarter of a million Instagram likes with its exclusive Barclays location reveal, this comparable stunt is likely to pull in similarly astounding numbers. As recently as a few minutes ago, the company teased with a tweet:

      

The brand – the first to reach one million followers on Instagram back in November of 2012 – now boasts a hefty 1.37 million Instagram followers and 117,000 Vine followers, according to Mashable.

The company also tweeted today that it is calling for Instagram videos, tweets, Vine video posts “and everything in between” for a LIVE after show regarding its hit series “Catfish.”




Edited by Ryan Sartor




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