MTV creates marketing buzz for gigs
MTV has rolled out the MTV Music Experiment aimed at offering fans incentives to tweet about concerts and build online buzz. As part of the campaign, MTV is promoting four secret concerts in locations around the US, teaming up with Omnigon to create a dynamic map – as fans tweet about an upcoming show (using the hashtag #musicexperiment) the map zooms in to reveal the venue.
Each show features themed musical performances in ‘unusual, visually stunning venues’ where audiences become creative collaborators through live Instagram, Facebook and Twitter integrations.
MTV has also launched a Facebook app featuring four games – music trivia, personality match, word scramble and mystery image – offering prizes such as VIP backstage passes, access to a post-show screening room, plus an Intel Inspired Ultrabook.
“How can we make the connection that fans and artists have built through social media, turn it into a full-on creative collaboration, and reinvent the concert experience?’ That’s the question driving The Music Experiment,” says Nusrat Durrani, general manager of MTV Iggy, MTV’s global music brand.