THE 14TH ANNUAL SHORTY AWARDS

The Shorty Awards honor the best of social media and digital. View this season's finalists!

Industry

See previous winners and honorees here.</a>"> Auto See previous winners and honorees here.</a>"> Beauty See previous winners and honorees here.</a>"> Business to Business See previous winners and honorees here.</a>"> Consumer Brand See previous winners and honorees here.</a>"> Education See previous winners and honorees here.</a>"> Entertainment See previous winners and honorees here.</a>"> Financial Services See previous winners and honorees here.</a>"> Fitness, Health, & Wellness
<br>See previous winners and honorees here.</a>"> Food & Beverage
See previous winners and honorees here.</a>"> Gaming See previous winners and honorees here.</a>"> Government & Politics See previous winners and honorees here.</a>"> Hospitality See previous winners and honorees here.</a>"> Insurance See previous winners and honorees here.</a>"> Live Events See previous winners and honorees here.</a>"> News & Media See previous winners and honorees here.</a>"> Non-Profit See previous winners and honorees here.</a>"> Pets & Animals See previous winners and honorees here.</a>"> Pharma & Healthcare See previous winners and honorees here.</a>"> Real Estate See previous winners and honorees here.</a>"> Restaurants See previous winners and honorees here.</a>"> Retail & E-Commerce See previous winners and honorees here.</a>"> Social Activism See previous winners and honorees here.</a>"> Sports See previous winners and honorees here.</a>"> Technology See previous winners and honorees here.</a>"> Television See previous winners and honorees here.</a>"> Travel & Tourism See previous winners and honorees here.</a>"> Wine, Beer & Spirits

Strategy & Engagement

See previous winners and honorees here.</a>"> Brand Partnership See previous winners and honorees here.</a>"> Call to Action See previous winners and honorees here.</a>"> Community Management See previous winners and honorees here.</a>"> Creative Use of Technology See previous winners and honorees here.</a>"> CTV/OTT See previous winners and honorees for Insights and Trends here.</a> <a href=https://shortyawards.com/17th/"https://shortyawards.com/category/16th/data-visualization">See previous winners and honorees for Data Visualization here.</a>"> Data & Insights See previous winners and honorees here.</a>"> Earned Media See previous winners and honorees here.</a>"> Event & Experiential See previous winners and honorees here.</a>""> Gamification See previous winners and honorees here.</a>"> Humor See previous winners and honorees here.</a>"> Innovative Media Buying Strategy See previous winners and honorees here.</a>""> Integration with Traditional Media See previous winners and honorees here.</a>"> Internal Communications See previous winners and honorees here.</a>"> LGBTQ Community Engagement See previous winners and honorees here.</a>"> Micro-Influencer Strategy See previous winners and honorees here.</a>"> Multicultural Community Engagement See previous winners and honorees here.</a>"> Music & Dance See previous winners and honorees here.</a>"> On a Shoestring See previous winners and honorees here.</a>"> Organic Promotion See previous winners and honorees here.</a>"> Paid & Amplification See previous winner and honorees here.</a>"> Physical and Digital Convergence See previous winner and honorees here.</a>"> Public Service Announcement See previous winners and honorees here.</a>"> Real Time Response See previous winners and honorees here.</a>"> SEO & SEM See previous winners and honorees here.</a>"> Social Commerce See previous winners and honorees here.</a>"> Storytelling

2024 MTV Video Music Awards: POVMA

Finalist in Live Video

Objective

"POVMA” is a behind-the-scenes livestream that shows varying perspectives of the MTV Video Music Awards experience in real time. After the viral success of POVMA’s debut in 2023, the VMA social team set out to find ways to add new twists to the livestream in 2024. Not only were we determined to one-up ourselves from a metrics perspective, but we hoped to cement “POVMA” as a recognizable extension of the VMA broadcast, inspire pop culture headlines and secure digital revenue.

Strategy

At its core, “POVMA” is a straightforward concept: set up backstage cameras all around the VMA venue, find the best nooks, crannies and angles possible, then go live. Anything could happen! But how do you spruce up a successful formula to improve upon the original?

The team started planning months in advance, focusing on two pillars - audience growth and innovation. 

Audience growth: In 2023 fans posted POVMA highlight clips with lightning speed - amassing millions of views and engagements outside of the MTV ecosphere. (Shout out to all those fans - we fully encourage them to spread juicy moments far and wide!) However, in an effort to increase our own KPIs in 2024, we knew it would be crucial to plus up our editorial offering and stake claim over some of the night’s biggest moments. 

While we’ve always clipped and posted great bits from VMA audience cameras, in 2024 we quickly turned around editorialized videos to give context and voice to stand-out moments - resulting in some of the most-viewed social videos of the 2024 VMAs. For example, pairing up Taylor Swift’s joyful dancing in the audience with footage from Katy Perry’s Vanguard performance? Chef’s kiss!

Innovation: Celebrity audience cams are a consistent crowd pleaser - they’ve been a VMA digital staple for over a decade. But you see, we get our kicks on finding ways to evolve classic formulas. An idea arose: what if someone else could remotely control the backstage cameras? It felt unhinged. But also - like, how? Yet somehow the idea stuck, and eventually we were test driving it. We built an arcade-like joystick pad and a mini control room with a microphone. We convinced celebrities to play along. And voila: POVMA 2.0 included a whole new point of view - VMA VIP commentary with full remote control access of our backstage cameras to pan, tilt and zoom as they pleased. 

When VMA day arrived, POVMA went live on YouTube, TikTok, Facebook and X in two aspect ratios. We served up real-time red carpet arrivals, celeb audience cameras and backstage hallways. Celebs like Lil Nas X and Anitta self-captured their personal POVs on phones while others like Alexander Stewart showed his POV - literally - with camera glasses. And of course we debuted a shiny, new remote-controlled camera commentary booth. 

Results

In 2024, POVMA successfully surpassed - and in some cases, smashed - our primary goal benchmarks. We secured two large-scale sponsors. And footage from POVMA appeared in headlines, trending topics and fan theories for days after the show. 

Live views:
- 5.5M livestream views (+35% YOY)
- 5.7 livestream engagements (+183% YOY)

After 7 days, including cross-platform highlight clips:
- Engagements grew 4x YOY as a result of increased highlight distribution
- 58.3M video views (+38% YOY)
- 9.5M engagements (+313% YOY)
 

Media

Entrant Company / Organization Name

MTV Entertainment Studios, Paramount Global

Links

Entry Credits