Our main channel for this idea was MTV’s on-air promotional space - the once-iconic “ident.” We built a system (MTV Bump) that gives control of MTV to its viewers and creates a conversation between the network and the audience.

MTV Bump is a community-driven content platform that puts the audience’s social content on broadcast TV in real-time. Viewer’s Instagram or Vine videos can be made into “Bumps;” 15-second idents that play between shows. People can also create their own animated Bumps using a custom web tool.

The Bumps themselves are branded user-generated content for the platform, driving further engagement and amplification.

For a generation with a short attention span, Bump is meant to be an extendible, ongoing platform to keep pace with culture. The platform is flexible and reactionary, so the content can evolve to comment on programming, culture, and provide brand marketing partnership opportunities for MTV.

MTV Bump is a first-of-its-kind system that enables user submissions to be on-air globally within 2 hours. That timespan involves working around real-world considerations like moderating and program scheduling; technologically, it can be on TV in 15 minutes.

Bumps can be created in three different ways. 1. Uploader - at MTVbump.com people can submit Instagram or Vine videos. 2. Hashtagger - #mtvbump to social content, the Bump search engine will find it then automatically render it for broadcast. 3. Canvas - a custom built web-based animation tool that creates animated Bumps.

MTVBump.com was home to the content the audience created. A custom CMS was developed to curate footage uploaded to social platforms using #mtvbump.

All Bumps are automatically composited for broadcast with MTV branding elements and user’s social handle called out.

The MTV Bump system scaled globally across 100+ markets and their distinctive broadcast hardware pipelines.

Since its launch in June 2015, Bumps air an average of 1000 times a day across 119 markets globally. People have spent a combined 52 thousand hours making Bump content at MTVBump.com. Fan’s content reached 38.1M people on social media alone and created 16M social interactions, 5.4 M broadcast impressions per hour, and 26.6M earned media impressions.

MTV Bump has created new, deep connections between MTV and its newer generation of viewers. And, it has become a new platform for both show creators and MTV’s brand partners to develop formats for viewing and advertising revenue streams.

52,000 hours of creation

38.1M social reach

16M social interactions with content

5.4M broadcast impression per hour

26.6M earned media impressions