The Under The Thumb mobile application is a ground-breaking new interactive platform for MTV that redefines how entertainment is seen and shared by the digital teenagers of Europe in several ways. When out and about, the best MTV shows – past and present – can be streamed onto mobile devices on demand for the first time. When at home, the app becomes a remote control which can be paired with a PC, laptop or connected TV for an immersive dual-screen experience. And when you’re feeling social, the app syncs your viewing with friends so you can watch shows and chat together in real time, no matter where you are.

This new app needed a big launch, so key influencers were targeted at the Mobile World Congress in Barcelona. Putting the app exclusively in the hands of journalists proved highly effective, generating front-page headlines on respected tech and mobile blogs as well as setting Twitter alight. By the end of the conference news of Under The Thumb had reached over five million tech and TV enthusiasts, generating a download a minute of the app on both iTunes and Google Play stores before MTV’s supporting advertising campaign had even launched. On launch, Apple saw the potential of Under The Thumb instantly; it featured on the iTunes Store in both the ’new and noteworthy’ section and in a promotional thumbnail.

Excitement over the app’s release was instantaneous with numerous 4 and 5 star reviews by review blogs and customer feedback in the download stores. Pressure from non-participating countries has been immense, and MTV are looking to expand the app into new markets after seeing first-hand the desire of the fan-base to get MTV Under The Thumb on their mobiles.