Cannes Lions

I AM MY MTV

MTV NETWORKS LATIN AMERICA, Miami Beach / MTV / 2016

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Overview

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Credits

Overview

Description

After 6 years, MTV International launched a new rebrand. But Instead of only changing the way the channel looks, we changed the way the brand behaves, and how it relates to our audience completely.

We needed to engage in a two-way conversation with our audience.

We moved from “I WANT MY MTV” to “I AM MY MTV”; giving our audience the control of the channel in order to create their own interpretation of the brand.

Execution

We created MTV Bump, a responsive web-based platform that connects the internet to the TV, allowing the audience to create Idents or Bumps (MTVs traditional interstitial TV promos), with a series of constantly updating tools.

The platform connects to a global Content Management System where each market can select and approve their own content. A custom renderer then feeds the content directly into the MTV broadcast system. A user’s submission can go from the web to on-air almost instantly.

Outcome

We handed over the keys of MTV to our audience, and helped them turn it by giving them brand new technology to make and share.

And amplified their voices and content from their feeds, to a global broadcast network available in more than half a billion households in more than 110 countries.

We’re currently airing more than 7000 pieces of user generated content per week. That approximately equals to 7 seasons of any primetime show.

And while other networks continue to race to catch up and keep up with their viewers, MTV will be rebranding itself everyday.

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