MTV Your Mix

Bespoke Experiential SMS Application

Background

MTV wanted an application that would engage viewers in actively shaping the playlist, to raise brand awareness, popularity and audience interaction.

Idea

InternetQ created a live voting application where viewers could promote their favorite songs on sections of the daily MTV playlists. Twice per day, a flash animation trailer depicting the song title and artist attracted viewers to text their vote to an Internetq short code in order to influence the upcoming video clips and shape the playlist in real time. The SMS votes were calculated in real time and the results were immediately fed back to viewers on the TV feed.

Result

These interactions resulted in +10% overall ratings for MTV and increased the duration of audience attention, as viewers stayed tuned to watch their favorite song play.