MTV wanted to re-establish itself as the go-to point for 18-35 year olds, who were starting to find the channel's broadcasting approach outdated, especially compared to the levels of interaction and engagement they were experiencing in social media.
The channel's solution was to stage an Apprentice-style reality show, to find their own social media correspondent - a Twitter Jockey or TJ. In the true spirit of Web 2.0, the identification and selection of MTV's first TJ would be crowd-sourced, i.e. chosen from and by the MTV audience.
The difficulty MTV faced - and challenged the agency to solve - was how to create a fair way to evaluate the performance of each participant.
Not only did the solution have to be fair but its methodology had to be transparent to create a winning score that matched the attributes of an MTV employee.
MTV demanded a tool that would be 100% reliable and provide an accurate way to illustrate each contestant's influence, as opposed to popularity, on Twitter.
Working in partnership with Twitter and MTV, the agency created a unique tool that compiles Twitter data from over 30 sources and feeds the data through an algorithm to rank an individual according to four weightings.
The campaign ran from July 7 2010 to August 9 2010 and culminated in Gabi Gregg winning the contest to become the first ever Twitter Jockey.
For a budget of less than $30,000, the competition was a phenomenal success with TweetLevel providing instant results. Highlights of the campaign include:
Time recognised campaign as one of top 10 twitter moments of 2010
Zero downtime for duration of competition
Mashable provided frequent positive coverage
New York Times published articles prior and post the competition
US generated coverage on all key tier 1 media including CNN, New York Times and Mashable
TweetLevel featured on CNN, Sky News, Brand Republic
For MTV's target audience of 18-35 year old in the US, the campaign managed to ignite and create conversations around MTV and its engagement through social media that hitherto had not been possible
At the time of submission over 130,000 people were part of the Facebook page and a further 25,000 people were following on twitter
June 2010 (for competition), site available now through tweetlevel.com
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