Real Time Search & Social - BDI 7/15/2010 Search & Social Leadership Forum

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The document provides details about MTV's 2010 Movie Awards live event including planning, obstacles, resources, strategies, and outcomes. Key points: - The event was planned for June 6, 2010 and featured host Aziz Ansari and appearances by Tom Cruise and for the Twilight Eclipse premiere. - Strategies included search marketing, influencer relationships, live tweeting, social viewing widgets, and a Twitter tracker to monitor conversation. - These efforts engaged audiences and drove solid ratings, social media engagement, and cross-promotional opportunities that increased traffic and streams. The Movie Awards dominated Twitter topics and pulled in over 800,000 tweets.

Business

Live Event Case study
Planning
Night of Execution
Best Practice & Strategy

June 6th 2010
New movies
Host Aziz Ansari
Tom Cruise as Les Grossman
Twilight Eclipse

80% of work happens here
Get on the production/marketing/press
schedule.
Obstacles

Search
Organic strength & weaknesses
SEM coverage & budget
Budget: 150K
All candidates for consideration
All upcoming movies
Last year’s movie awards activity
Branded terms
Relevant topics

Social
Influencers
Schedule/Calendar
Research
Content & Tools
Tweet Tracker
Live Chat
Promo Clips
Media Kit

Ignited the conversation Leveraged talent relationships
around the 2010 Movie Awards’ to break event news and
Nominees & Voting. promote tune-in.

Resource – (team of 5)
Social Media Posts
SEM Bids & Copy
Monitoring the digital space
Monitoring on the ground activity

Provided continuous real-time Leveraged relationships with
updates on the host, superfans to help kick-start
performers, and viral videos. the circulation of content.

Live stream on MTV.com
homepage paired with
social viewing widget
encouraged audience to
disseminate their
watercooler conversation
across social nets.
Over 21K comments
posted during the show.

“On Twitter, Good Ol’ MTV Has Some Serious Heat”
– Ad Age

Solid ratings.
Movie Awards dominated seven of the top 10 Twitter
trending topics night-of (including being #1)
Highest streamed Movie Awards day in history
660% increase in week-to-week Facebook video streams
67% increase in week-to-week site traffic from Twitter
800,000 Movie Awards-related tweets pulled in to the
Twitter Tracker during East Coast broadcast.
23,000 tweets about Sandra Bullock alone, peaking at
2,800 per minute.

Julie Sun
Director, Digital Marketing
MTV Networks

julie.sun@nick.com

Facebook.com/mtv
@mtv

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