This year marked the landmark 30th season of MTV's The Challenge franchise with the premiere of The Challenge XXX: Dirty 30. To honor some of our longstanding fan-favorite cast members and celebrate the history of the show, known as a pioneer for reality competitive television, we created The Challenge Awards.
In order to engage and excite fans in the lead-up to this anniversary season, we would showcase historic moments from past seasons, while also playing into this season's theme, Dirty 30. Fan favorites were given awards based on their past dirty "accomplishments" on the series like backstabs, fights and hookups. Key features of our strategy included playing into the nostalgia for the past 30 seasons, showing fan-favorite moments, and having the cast relive them with fun, lighthearted acceptance speeches. Our team made the trip to The Challenge filming location of Cartagena, Colombia and filmed with top cast members, capturing moments in mock Oscar-style speeches, as they thanked those who made it possible to be where they are now in their reality TV careers. In total, we made 13 video packages with top-tier cast members. Beginning on June 26, 2017, the videos were posted across The Challenge social pages, including Facebook, Instagram, Twitter, YouTube and O&O platforms, as pre-season teases to promote the landmark season.
We saw over 4.2M views, earned over 13.6M impressions and had over 162k engagements.
