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MTV got a makeover but it wanted to launch its new look in a ‘different’ way. My MTV allowed the audience a sneak peek into MTV’s new look and also let it have a say in it.
The Brief:
MTV had changed its look and wanted to do something special to announce it. Since a majority of its audience are die-hard web users, an online activity was clearly on the cards. But merely announcing its soon-to-be-launched-new-look was not enough. MTV wanted its audience to belong to this new MTV. In short, increase audience loyalty - more than ever before.
The Challenge:
MTV had a loyal audience but it was difficult to predict their reaction to its new look. The new look also included new content which the audience was not familiar with. The trick was to give the audience the same sense of familiarity and belonging as before but to a channel that was in some respect new to them.
The Solution:
While the channel had nailed its new look it was still undecided on what its new logo should be. This sparked a thought. Why not allow the users, the audience, to design and decide MTV’s new logo?
So we designed a site that allowed the users to create a new logo for MTV with tools provided on the site. Users could play around with colours, shapes and submit their creation on the site. MTV then chose the top ten logos and used them in their channel. The sight also gave the user an opportunity to comment on the new look -- the good, the bad, the ugly and the sexy were discussed by the audience online. The interaction with the brand was immense and the new look was spoken about by one and all.
Once the new channel was launched, the site included sneak previews of shows and artistes. This has ensured that the user visits the site repeatedly and the interaction continues.
The Response:
Over 2000 logos were created online in a matter of days. Moreover the site registered many more visits and repeated visits by the MTV audience. Since the audience now had a personal interest in the new look, they spread the word about it. As a result the web community was glued on to the sets the day MTV launched its new look.
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