By Rebecca Stewart

In 2014, the MTV EMAs clocked up a record-breaking 389 million mentions across social platforms, this year organisers want that number to pass the 500 million mark.

Speaking to The Drum ahead of tonight’s (25 October) event in Milan, Philip O’Ferrall Viacom’s head of commercial innovation, said MTV were looking to “flow social through the whole experience”.

Diversifying beyond traditional platforms, the group will be one of the first brands to partner with Instagram’s new Boomerang app – allowing celebrities to post exclusive backstage images and video content to the channel.

Also in the pipeline is a live global broadcast which provides access Read full story ›

Source: The Drum