Clients
Con contenido social y editorial, los Premios MTV MIAW 2017 lograron:
658
Millones de votos en línea
Nuevo récord y 418% más de la meta original.
+405%
Ratings en comparación al 2016.
40% más de la meta original
Show #1
En la audiencia de 12 a 24 años en México.
OBJETIVO
¡Ratings, ratings, ratings!
Los Premios MTV MIAW son la ceremonia de premios más importantes del año para MTVLA. Por primera vez en su historia, los premios no fueron transmitidos en vivo, sino que se grabaron un día antes y se transmitieron 24 horas después por televisión. Esto ponía en riesgo los ratings para el show porque indudablemente iba a haber filtración de información. Por otro lado, el cliente también quería que hubiera mucha interacción en redes, sobre todo que se viera reflejada a través de la votación.
Solución
Contenido orgánico, consistente e interactivo.
El equipo Newlink diseñó una campaña completa que se infiltraría por todos los flancos. De la mano con MTVLA, se organizaron cientos de contenidos centrados en la interacción con los usuarios como videos de votación, transmisiones en vivo con talento, sneak peeks detrás de escenas, contenido editorial y más.
Para este caso, la calidad y la cantidad eran fundamentales: los usuarios tenían que tener los MTV MIAW en el top of mind desde que se anunciaban los nominados, hasta el día de la transmisión y todo tenía que tener el tono y look & feel de la propiedad. La solución fue un bombardeo de contenido visualmente impactante, divertido y compartible.
Resultados
Los mejores números en la historia del show
Una estrategia sólida y el esfuerzo constante tuvieron grandes resultados; los número hablan por sí solos. Resumido en una palabra, “el secreto” para el éxito de esta campaña fue la empatía. Sí, mantener los lineamientos base durante toda la campaña fueron clave, pero todo el contenido fue pensado exclusivamente para la audiencia y a la audiencia le encantó. Audiencia feliz = Cliente más feliz.
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V1.0, September 2021
