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Best Digital News or Press Release
MTV’s Moonman drums up awareness for the Video Music Awards
The press followed MTV’s Moonman on Instagram as it traveled from Los Angeles to New York, where the popular awards show would be held.
It’s not a stretch to expect the announcement of the date, location, and venue of the 2013 MTV Video Music Awards
(VMAs) to attract attention from the press.
This year, MTV
combined its iconic Moonman and social media to gain even more attention with the 2013 announcement.
It issued a media alert that told the press to pay attention to its Instagram, Twitter, and Facebook accounts on March 25. That morning, it announced the return of the MTV Video Music Awards to New York with a series of Moonman “selfies,” which were posted to social media.
The MTV Instagram
account showed the VMA Moonman as it left Los Angeles and toured the Big Apple before landing in Brooklyn’s Barclays Center where the VMAs would air live on Aug. 25.
Within the first 24 hours of the announcement, more than 125 outlets covered the news, winning MTV top honors in the Best Digital News or Press Release category of PR Daily’s 2013 Digital PR Awards. The news garnered more than 60,000 likes on Instagram within the first 24 hours, and hashtag mentions of #RoadToTheVMAs and “VMAs” reached 10,000.
Once the final #RoadToTheVMAs Moonman photo was posted in front of Barclays Center, MTV sent out the official press release and the embargoed stories hit simultaneously.
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