Context Optional – The leading provider of social marketing solutions to global brands and advertising agencies

Promote MTV’s Movie Awards to its target audience by involving them with the nomination and voting process. Let users vote for their favorite films and actors, read content about the Movie Awards from MTV’s Twitter feed, and even watch video clips. Engage the audience wherever it is, not just that siloed on a single platform.

Solution

Create an interactive social widget that can live on MTV’s Facebook page, IMDB, and Flixster. Utilize Facebook Connect to tie voting to a unique identity and syndicate user choices to the news feed. Allow program viewers to:

• Vote for their favorite movie, actor, or scene
• Read MTV’s Twitter and video feeds
• Invite their friends to do the same

To maximize the value of the widget, Context Optional built it as modular system with an administrative interface, providing MTV with the ability to customize widget content in real time.

Results

The Movie Awards widget was seen nearly 14 million times by more than 6.9 million people. Over 100,000 votes were cast by more than 25,000 unique users. Tens of thousands of news feed items were distributed across the social graph, resulting in hundreds of thousands of additional branded impressions. MTV’s 2009 Movie Awards drew 5.3 million viewers, a 78% increase over 2008.

MTV’s social widget allowed people to vote across the web