- AIRLOCK
- +44 (0) 20 7173 0600
MTV
Europe Music Awards
Links to work
The MTV European Music Awards website was served to 27 regions globally and was produced in 18 languages. At peak the website received over 15 million unique visits a day and over 70 million/hour on the night of the event, including over 3 million users concurrently watching a live broadcast from Liverpool from a choice of 4 live feeds. The voting system, also developed by us and running on our CMS, received over 1 billion votes.
The website was released in stages to coincide with the different requirements for voting, with each release offering more audio visual content and functionality to further engage existing users who had already visited the site to take part in the multi-stage voting process.
The first phase of the website provided visitors with news and information about the show. It contained details of all nominees within each of the voting categories and invited users to select their favourite artists to be short listed for the awards as well as recommending other artists to be added to the nominee pool.
The following phases supporting the final voting stage and added multiple competitions from each of the headline sponsors, EDC and Sony Ericsson - offering visitors the chance to win a red carpet entrance and VIP tickets to the show & after party. The night of the show saw the homepage taken over with live web cams and backstage interviews hosted by celebrity blogger Perez Hilton.
One of the insights that we brought to the table was that MTV were limiting their voting potential by restricting voting to the official MTV EMA site. We suggested they gave fans the freedom to spread the message and collect votes for MTV on their blogs and social network pages. To deliver this we developed a ‘Super Fan’ tear-off voting mechanic that allowed fans to embed customised voting booths on their personal websites pages. This combined with an improved design and IA increased the number of votes from last year (which was a mere 60 million btw).