The 2012 MTV EMA, broadcast live from Frankfurt’s Festhalle on 11/11, offered fans unprecedented social media integration in the cutting-edge style and outrageous spirit that defines the MTV brand. -Live show viewers saw presenter Sway host the Video Wall with a tiled interface tracking social media chatter in real time, including fan tweets and audience poll results. -Mtvema.com users could check the MTV EMA Twitter Tracker for EMA-related tweets, fan predictions and most shared photos from the show. -Users who follow MTV EMA on Twitter/Facebook could see breaking updates plus exclusive images from the venue and backstage. -Backstage, actor David Hasselhoff served as special digital correspondent, tweeting unique, irreverent commentary and pics of himself with other celebs in attendance. -Adding even more star power, performers tweeted their excitement, winners expressed gratitude to their fans, and stars like Kim Kardashian shared photos from backstage and the after-party.The 2012 MTV EMA integrated social media with the on-air live event on a global scale—giving viewers of MTV’s 60+ channels around the world a truly “EMAzing" digital experience! Leading up to, throughout, and after the show, Facebook and Twitter users got a steady stream of winner updates, behind-the-scenes scoop, and exclusive photos. And MTV U.S.’s considerable international audience could check out live gifs posted on MTV’s Tumblr account and behind-the-scenes photos posted on U.S.-based MTV’s Instagram. The EMA totally dominated worldwide social media chatter leading up to, during, and after the live event. Via the Twitter tracker, 5.7 million tweets were recorded during the show (+104% from 2011). Several hashtags featured in the Twitter Tracker prediction module became worldwide trending topics. And fans even created their own grass-roots hashtags for artists not featured in the module—for instance, #EMAWinJoeJ (for Joe Jonas) trended worldwide too! The day of the show, there were 39 EMA-related worldwide trending topics—ranging from names of artists and celebs appearing, to EMA category names in English, Spanish and Portuguese. And of course fans were sending out well wishes to nominated artists--“Good Luck Justin", “Congrats Taylor", and “Joe J Is Our Winner" were also global trending topics! At one point, a whopping 8 out of the top 10 global trending topics were EMA-related! This astounding engagement on a global scale shows how passionately fans around the world responded to the 2012 MTV EMA social media campaign.
