Gif Me More Party
MTV Mobile
Issue 26 | March 2013
Agency
Buzzman
Creative Team
CEO: Georges Mohammed Cherif Art Director: Regis Boulanger Copywriter: Romain Repellin Assistant Art Director: Aurelie Femenias Strategic Planner: Julien Ortega Plaza
Production Team
TV Producers: Vanessa Barbel, Elodie Poupeau Digital Producers: Laurent Marcus, Julie Bourges Digital Production: Les 84 Production: Iconoclast Direction: We Are From LA
Other Credits
General Manager: Thomas Granger Account Managers: Julien Levilain, Antoine Ferrari, Chloe Cremois Social Media: Hubert Munyazikwiye, Julien Scaglione Music: Death Grips
Date
September 2012
Background
MTV wanted to support the MTV Mobile brand across Europe, showcasing its music credentials.
There were two problems. First, targeting any young audience is tough. They will only engage if the idea is genuinely cool. Second, MTV had no specific offer to talk about, the reason being that they simply licence other operators to use the brand name and access the global product.
So, there was nothing to say to people hard to talk to.
Idea
The tactic the agency opted to use was branded content, which their young audience could view on their smartphones, bringing together music and gaming in a new way.
It started with five short stories, each demonstrating the different ways of using a smartphone creatively. For instance, starting a flashmob with SMS; seducing a girl by live-streaming a video to mislead her boss so she could get away from work…
Then came the MTV GIF ME MORE PARTY, the first interactive music video which viewers could experience through the eyes of 50 different characters.
It was an immersive experience, mixing mobile content and gaming with a new media platform. The five GIF ME MORE TVCs were hidden within the content.
Results
Average time spent on the experience : 16 minutes
242 000 visits on the website
8000 tweets in the 3 first weeks
Our Thoughts
My kids thought this was good when I showed it to them. They enjoyed finding the ‘hidden’ rewards in the video. For instance, when suddenly you could opt to have the dog’s eye-view of the action – and look up the girls dresses. My son liked that.
It’s appropriate to MTV in as much as the idea is technically interesting and music is central to it but I can’t help thinking there may be a bigger idea waiting to exploit this technology. Plenty of novelists and film-makers have told the same story from several different points of view. Now someone with vision will be able to do it so all the stories run concurrently, allowing the viewer to create a personal and unique experience every time they watch by choosing their own angles on the action.