MTV Movie Awards' Twitter campaign a site to see
MTV's campaign formed a community around the awards
Though fans voted for each category on MTV's website in the past, this year fans could tweet their votes for the best hero category, beginning one week prior to the show's debut until minutes before the winner was announced. For example, a fan of Harry Potter might tweet #votepotter to cast a ballot, which would go out to the entire sum of the voter's followers.
The site also included snapshots of the live show and photos from the red carpet. This was an innovative use of Twitter; unlike SMS or online voting, each vote cast effectively created publicity and awareness around the awards show. It's simpler and cheaper than SMS and encouraged others not aware of the event to get involved. Moreover, the campaign formed a community around the awards.
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