MTV EMAs – BRINGING THE GLOBAL TO LOCAL

CLIENT : MTV

THE BRIEF

As communications partner for the 20th MTV EMAs and it’s first appearance in Glasgow, Stripe was tasked with maximising the event with local audiences and winning the hearts and minds of Glaswegians across the city.

THE STRATEGY

Stripe’s strategy focused on ensuring that Glaswegians were engaged and feeling part of the event – even if they couldn’t attend. A series of exciting and innovative events, extensive media relations and compelling social media content were used to amplify the reach and buzz of the award – including a search for super fans – affectionately known as screamers, social media treasure hunt with giant MTV logos and an exciting Lightshow from R&B star Labrinth.

THE RESULTS

To have been named as ‘undoubtedly the best agency MTV has worked with in 20 years of EMA’ was kudos enough however we also created a local MTV EMA Glasgow community online and offline that engaged with events and shared their experiences to amplify the buzz (single events achieved over 2.2 million impressions on twitter) and secured over 1.7billion OTS though positive and engaging media coverage helping to contribute to an economic impact for the city of over £10million