MTV has consistently tapped social media to enhance its marquee live event telecasts, and this Sunday’s MTV Movie Awards show is no exception.
The network will partner with Facebook to give viewers exclusive access to celebrities appearing on the 21st annual awards show, as well as providing fans with a chance to vote for one the show’s biggest awards, according to network officials.
The network will resurrect its Facebook “Thank You” Cam first utilized during its 2012 Video Music Awards show to offer on its Facebook page real-time, personal messages from celebrity award winners immediately after accepting their statuettes. With more than 143 million Facebook likes, MTV feels confident that the “Thank You” cam will help provide a more enjoyable second-screen experience for MTV Movie Awards viewers.
The network will also get a social media boost from actress/singer Selena Gomez, who plans to document her entire awards show experience – from rehearsals for her big MTV Movie Awards show musical number to her post-performance activities -- to her 40 million Facebook followers.
The network will also have MTV Movie Awards-based activities targeted to its 1.2 million Instagram followers. Fans will also be able to vote for their favorite actors in the “Best Hero” category via the Facebook-owned, online photo-sharing and social networking service. MTV.com will provide real-time updates of the vote leaders during the live show while encouraging fans to vote right up to the winner reveal during the telecast.
Followers of MTV’s Instagram account will also have real-time access to the red carpet as the stars arrive for the show.
For MTV, the Movie Awards and other big events continue to serve as a launching pad to test new digital product integrations to reach its young, technology-savvy audience base.
“Given the sheer volume of MTV fans on Facebook and Instagram we decided to focus this year on exploring different ways to turn up the dial on these two platforms specifically,” said Michael Scogin, vice president of mobile and emerging media for MTV. “We’re looking to leverage these platforms to bring the audience direct access to their favorite stars while also giving them a voice to decide the outcome of one of the most coveted awards.”