How MTV is using vloggers and Instagram to boost its brand appeal
By Thomas Hobbs
For this year’s EMA ceremony in Milan, MTV gave six internet stars, including the UK’s Chai Cameron, an official role on its red carpet in a bid to extend the event’s online reach.
The youth brand has also teamed up with Instagram at the EMAs for the first time ever through a backstage selfie area.
Within the area, artists nominated for awards are encouraged to use Instagram’s new Boomerang app – which works by shooting 5 still photos in one second and then turns the frames into a moving picture loop – to help promote the MTV EMA brand and its sponsors.
Source: Marketing Week
