MTV Taps Social Networks In Movie Awards Blitz

MTV Networks (s VIA) is betting big on social media for its movie awards show this weekend. The cable networ plans to leverage Twitter, Facebook, Instagram and Tumblr in a social media blitz before, during and after this Sunday’s MTV Movie Awards.
The awards show itself doesn’t start until June 5 at 9:00pm ET, but coverage will commence well before then. MTV is letting viewers watch the red carpet be built in a live stream hosted on the MTV website, as well as through the MTV News mobile app, which is available in the Apple App Store and Android Market.
Live streams will be available during the show, but unfortunately those streams won’t be of the Movie Awards telecast itself. Instead, MTV’s Movie Awards VIP Pass live stream will give viewers a behind-the-scenes look at what happens at the Movie Awards. Starting with coverage during the pre-show events, the stream will provide red carpet and backstage cameras, and will also include live polling, as well as user chat through Facebook, Twitter and Yahoo. (s YHOO) MTV will also stream all backstage coverage during the show from its mobile apps, with additional streams being available through Sprint (s S) mobile devices.
In addition to live streaming, MTV will tap Facebook for promotion of the show, with MTV News correspondents from the red carpet sending viewers to the network’s Facebook page to answer questions related to comment on show-related topics. Viewers will also be able to respond by SMS by texting to #6633. Correspondents will then choose the best Facebook and SMS comments to be read on-air during live pre-show coverage.
Twitter will play a big part during the show, with the MTV social media crew tweeting and taking advantage of trending topics. MTV will once again roll out its Twitter Tracker during the show to track trending topics from fans tuning in. It will also use Twitter’s Promoted Tweets to not only amplify messages using its own hashtags, but also to reach new viewers through trending topics in real-time as they appear during the show. That way, if there’s a Kanye-Taylor Swift-type moment, the network will be able to promote it by purchasing Promoted Trends on the fly and using them to drive viewers to archived video clips on
But that’s not all: MTV will also be posting (and reblogging) content from around the web using its recently launched Tumblr account. Kristin Frank, GM of MTV and VH1 Digital, told us in a phone interview that account will be used to curate all of the “creative deisgns and manifestations of people’s interpretations of the show.” (Read: remixes) And social photo-sharing application Instagram could see a big boost, as MTV staff will be uploading photos from various parts of the awards show to the service.
The social media blitz was built in part to close the feedback loop between the network and fans, and engaging those fans in a two-way dialog during the show. MTV recognizes that many of its fans use multiple social networks to connect with each other, and it’s determined to be on all of them — or at least, on the ones that matter.
“We want to be wherever the audience is, and we know audience is in a lot of different places — and a lot of times it’s in many different places at the same time,” Frank said.
At the same time, MTV knows that each network has its own etiquette and lexicon. Frank said that each effort will be platform-specific, and will attempt to engage users in a way that they’re used to on each network that it leverages. “We want to keep it real to the audience of each platform,” she told us.
But at the end of the day, Frank acknowledges that MTV’s social media campaign is mainly designed to help drive tune-in to the live airing of the awards show. By enticing viewers with postings across various social networks, MTV hopes to get viewers to tune in and catch moments during the Movie Awards that they might have missed otherwise.