IM360 PARTNERS WITH MTV FOR THE VMAs PRODUCING THE FIRST LIVE 360° VIRTUAL REALITY AWARD SHOW RED CARPET EVENT
NEW YORK, NY – August 26, 2015 – The 2015 “MTV Video Music Awards” pre-show, starting at 6:30pm ET/3:30pm PT on Sunday, August 30, will feature a unique, VMA-first experience that transports fans to the red carpet through an innovative live 360° virtual reality view. MTV will become one of the first networks to fully integrate a live 360° virtual reality viewing experience into its red carpet pre-show, adding to MTV’s award-winning All Access Live platform. Created in partnership with IM360, a full-service virtual reality studio and technology company, fans can easily access the live groundbreaking content via desktop or the IM360 app – available as a free download for iOS and Android – to experience on mobile. This year’s VMAs will also feature more multi-platform experiences by leveraging digital activations and social influencers so fans can experience the VMAs across Snapchat, Tumblr, Facebook, Instagram, Vine, Twitter, and other MTV platforms.
“Virtual reality is changing the way people see the world and we’re excited to bring this innovative storytelling tool onto the VMA red carpet ahead of this year’s show,” said Colin Helms, Senior Vice President, MTV Connected Content. “We’re excited to build on MTV’s long-standing history of digital innovation as one of the first networks to ever fully integrate a live virtual reality experience to give viewers a carpet-side seat.”
Jeff Jacobs, Senior Vice President, Production Planning, Strategies & Operations, at MTV added: “The VMA 360 Virtual Reality experience is the result of months of R&D and experimentation combining creative desires and emerging technologies. The collaboration of VMA Producers, Scenic Designers, Art Directors and IM360 ensured the VMAs Red Carpet layout, which includes multiple curves and heights, is conducive to maximizing the production effectiveness for virtual reality. The application of this 360 degree virtual reality technology raises the bar for award show coverage and storytelling by bringing fans that much closer to the action.“
Virtual Reality Comes to VMA All Access Live
Partnering with IM360, MTV will bring the biggest live virtual reality experience to the VMA red carpet via MTV’s All Access Live platform, where for the first time ever, fans will be able to enjoy a 360° virtual reality experience with a real-time view of the red carpet pre-show.
“MTV has been connecting music lovers with their favorite artists for decades, and we’re thrilled to offer an innovative new way to transport fans to the VMAs from all around the world,” said Myles McGovern, President and CEO of IM360. “The award show’s immersive video content brings all the excitement to life – it truly has to be seen to be believed.”
Viewers on desktop can use their mouse to navigate the immersive scenes, while mobile users can get a 360° view of the area by simply moving their device in any direction for an experience that rivals being there in-person! Fans can download the IM360 app – available for iOS and Android – to experience on mobile.
MTV and IM360 will position two additional virtual reality cameras throughout the red carpet and inside the VMAs to produce footage so fans can access more behind-the-scenes footage following the show. Content will be available on demand via MTV’s YouTube channel and MTV.com following the VMAs.
In addition to the live virtual reality experience, All Access Live will feature 16 different cameras, optimized for web, mobile and tablets, to provide fans with exclusive behind-the-scenes looks into the VMA world. All Access Live saw more than 6.5 million streams during the 2014 VMAs.
The VMAs Ongoing Social Legacy
Every year MTV continues to invent innovative VMA experiences to maximize social engagement, and this year the network will push the boundaries of interactive experiences that bring artists and fans closer than ever before. MTV will engage social influencers including everyone’s favorite grandma Baddie Winkle, YouTube vlogger Connor Franta, teenage social personality Lohanthony, and star of MTV’s Braless Laci Green, among others to drive awareness before, during, and after the 2015 MTV Video Music Awards through exclusive content for Snapchat, Tumblr, Facebook, Instagram, Vine, and Twitter.
MTV Style will hand over its Periscope account to the ladies of Shop Jeen, currently the hottest online clothing and accessories store, to provide real-time commentary on the best looks from the red carpet. Additional influencers broadcasting their live point-of-view straight from the VMAs include Rickey Thompson, Danababy, Kinda Sarah, Andrea Russett, CyreneQ, Makeup by Mandy, Mahogany Lox, and Josh Kennedy.
In 2014, according to Nielsen Social data, the VMAs were the “most social event of the summer” across all television, generating 12.6 million tweets, 259 trending topics across Vine, Tumblr, Snapchat, Instagram, Twitter and Facebook, and more than 63 million social interactions during the night of the show.
MTV and Playbuzz Enable Fans to Swipe Right on VMA Editorial Content
MTV News will be covering the latest and greatest in lead up to the VMAs, while also including a unique twist for fans this year. MTV and leading online content platform Playbuzz continue to collaborate on innovative, interactive digital media formats and have launched a new voting tool, called Swiper, on an exclusive basis ahead of the 2015 VMAs. Fans can swipe right for LIKE and left for DISLIKE within MTV News editorial posts throughout the VMAs – enabling audiences everywhere to participate in the larger VMA experience.
This new Playbuzz format provides people with a playful mechanism to vote on different subjects, topics and conversations, such as what is “Hot or Not” on the VMA Red Capet, and to share that experience through their social networks. With one illustrated question and one gesture to answer, Swiper compels users to quickly and actively participate in the content experience in a fun, new way.
The 2015 “MTV Video Music Awards” will air across MTV’s global network of channels in more than 160 countries and territories, reaching more than half a billion households around the world.
Jesse Ignjatovic/Den of Thieves is the Executive Producer for the 2015 “MTV Video Music Awards.” Van Toffler, Stephen Friedman, Amy Doyle and Garrett English are Executive Producers. Garrett English also serves as Executive In Charge of Production for MTV. Joanna Bomberg, Jen Jones and Lee Lodge are Co-Executive Producers. Hamish Hamilton is Director. Wendy Plaut is Celebrity Talent Executive.
Official sponsors of the 2015 MTV Video Music Awards include: CLEAN & CLEAR®, COVERGIRL®, Orbit® Gum, PEPSI®, Samsung Galaxy, State Farm®, Taco Bell®, TrojanTM Brand Condoms, and truth®.
To vote for the 2015 “MTV Video Music Awards,” go to www.vma.mtv.com.
To download the IM360 app, go to iTunes for iOS and Google Play for Android.
MTV is the world’s premier youth entertainment brand. With a global reach of more than a half-billion households, MTV is the cultural home of the millennial generation, music fans and artists, and a pioneer in creating innovative programming for young people. MTV reflects and creates pop culture with its Emmy®, Grammy® and Peabody® award-winning content built around compelling storytelling, music discovery and activism across TV, online and mobile. MTV’s sibling networks MTV2 and mtvU each deliver unparalleled customized content for young males, music fans and college students, and its online hub MTV.com is a leading destination for music, news and pop culture. MTV is a unit of Viacom Inc. (NASDAQ: VIAB, VIA), one of the world’s leading creators of programming and content across all media platforms.
For more information, go to http://www.mtvpress.com.
Founded in 2012, Playbuzz is a free online content platform that enables publishers, marketers and brands to transform the way they tell stories online and connect with audiences in a meaningful and share-worthy way. With an array of interactive media formats that are optimized for the way today’s digital audiences consume content, over 40,000 of the world’s leading storytellers utilize Playbuzz to engage users, increase web traffic, boost reach, and optimize their content for maximum social interaction and sharing. Content items created on Playbuzz can be embedded on any site, social page or mobile app – and generate share rates as high as 15% and 94% item completion rates.