Aug 30, 2011
MTV’s 2011 Video Music Awards (VMAs) were a huge hit on TV and online.
According to Twitter’s global PR team, Beyonce’s baby reveal at 10:35 p.m. ET gave Twitter a record bump of 8,868 tweets per second. That means that Beyonce’s VMA moment received more mentions per second than the Women’s World Cup, Japan’s New Year or Osama bin Laden’s death.
We talked with MTV last week about its social strategy for the VMAs, which included a highly refined second-screen experience focused on keeping people talking online and watching on TV. It looks like the strategy paid off. According to @MTVPress, the 2011 VMAs scored the biggest television audience in MTV’s history with 12.4 million total viewers. That’s a breakthrough and a record for the 30-year-old network.
The VMAs are famous for creating buzzed-about moments — from Madonna in a wedding dress to Lady Gaga in a meat dress — but since 2009, the award show has had a particularly influential run on Twitter.
The VMAs are famous for creating buzzed-about moments — from Madonna in a wedding dress to Lady Gaga in a meat dress — but since 2009, the award show has had a particularly influential run on Twitter.
