MTV's Video Music Awards Stan Cam
The VMAs and Twitter wanted artists attending the event to be able to respond to Tweets from fans across the globe. The challenge? Fan Tweets needed to be collected, translated in real time, and animated so the artists could react live on social media, connecting fans worldwide directly to their favorite artists.
Results
The whole event was a huge success with stars like Justin Beiber, Dave Grohl, The Backstreet Boys and more stopping by, we captured 34 livestreams with talent in one day. This activation gave global fans a close-up look behind the scenes of pop culture’s biggest event! 87% of #VMAStanMail conversation came from outside of the US, in 38 different languages and 135 markets. 43% of people who tweeted about #VMAStanMail hadn’t tweeted about the VMAs during the past year - bringing new participants to the conversation. Fans from 226 markets tweeted about the #VMAs, which trended in 58 different markets around the world #VMAs drove over 2 billion Twitter impressions - a new record for the VMAs. The Stan Cam activation was awarded a Shorty Award from the 14th Annual Shorty Awards for Live Video activation. We also recieved a Silver Honor in Globalization.
Process
This was an iterative process, from the technical component all the way to the production, testing head and eye-tracked to determine how to make it so that when talent looked at a Tweet, it would translate in real time for them to read and react to. The designs for the Tweets and on-screen animations were fully customized for each talent and the day of production was coordinated and filmed by our team to ensure the tech and livestreams ran smoothly and without a hitch.
Strategy
To connect our global fans with talent at the show, the VMA's partnered with Twitter and Fresh Tape Media to create #VMAStanMail, a first-of-its-kind, real-time Tweet translation experience for VMA talent. Backstage at the show, we built a physical experience that displayed a custom-curated wall full of adoring fan Tweets from around the world. Each Tweet translated from its originating language to the artist’s preferred language as they viewed it. For the first time at the VMAs, multinational artists and fans could connect like never before. Not only were these moments streamed live on Twitter, but the team at the VMAs clipped out talent reactions and Tweeted them directly to the featured Twitter user for a suprise and delight moment.
Results
The whole event was a huge success with stars like Justin Beiber, Dave Grohl, The Backstreet Boys and more stopping by, we captured 34 livestreams with talent in one day. This activation gave global fans a close-up look behind the scenes of pop culture’s biggest event! 87% of #VMAStanMail conversation came from outside of the US, in 38 different languages and 135 markets. 43% of people who tweeted about #VMAStanMail hadn’t tweeted about the VMAs during the past year - bringing new participants to the conversation. Fans from 226 markets tweeted about the #VMAs, which trended in 58 different markets around the world #VMAs drove over 2 billion Twitter impressions - a new record for the VMAs. The Stan Cam activation was awarded a Shorty Award from the 14th Annual Shorty Awards for Live Video activation. We also recieved a Silver Honor in Globalization.
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