The MTV VMAs are one of the annual highlights of the global music calendar, with massive television coverage and an ever-increasing social media presence. In 2016 #VMAs was the No. 1 global trending hashtag on Twitter for 13 hours on the day of show.
In the week leading up to the 2017 VMAs, fans could vote for one of six Best New Artist nominees via Direct Message with @MTV. MTV wanted to allow their fans to vote for the ultimate winner of the Best New Artist awards during the live VMAs show via Twitter.
Voting closed on the Direct Message experience at midnight the night before the VMAs and all votes were tallied across Twitter and MTV’s web portal. MTV created a conversational ad card featuring the final two artists and the card was heavily promoted from 7:45pm ET which was during the live VMAs show.
When a fan clicked to vote on either Khalid or Julia Michaels, they were given a pre-composed tweet with the DM card embedded in the copy, promoting organic reach and engagement from the fans’ friends and followers.
Each successful vote immediately received a reply from @MTV which was powered by Iris, confirming they’d successfully voted and providing a thank you video from the artist they voted for.
More than 43,000 votes were cast in less than four hours, with Khalid the clear winner with almost 33,000 votes and Julia Michaels receiving just over 10,000 votes. Khalid was announced the winner live on the show, the reach from the two hashtags and astounding 31.7 million for #VoteKhalid and 21.3 million for #VoteJuliaMichaels.