MTV partnered with virtual reality studio IM360 for the VMA red carpet this weekend. Through their All Access Live platform, viewers can not only just stream the red carpet on Sunday night, but if they’re on a desktop they can scroll around the place. By downloading the IM360 app, viewers can experience it on mobile.
Jeff Jacobs, senior vice president, production, planning, strategies, and operations at MTV says that:
The VMA 360 Virtual Reality experience is the result of months of R&D and experimentation combining creative desires and emerging technologies. The collaboration of VMA Producers, Scenic Designers, Art Directors and IM360 ensured the VMAs Red Carpet layout, which includes multiple curves and heights, is conducive to maximizing the production effectiveness for virtual reality. The application of this 360 degree virtual reality technology raises the bar for award show coverage and storytelling by bringing fans that much closer to the action.
Fans streaming the red carpet will also be able to play along with MTV News, which partnered with gaming platform Playbuzz, and can swipe right and left to like and dislike MTV News updates, red carpet interviews, and whats “hot or not” on the carpet. MTV Style will hand over their Periscope account to social media influencers and Shop Jeen, an online clothing and accessories store.
Simply, the VMAs are on. Last summer, Nielsen reported that the awards show generated 12,600,000 million tweets, 259 trending topics across Vine, Tumblr, Snapchat, Instagram, Twitter and Facebook, and more than 63 million social interactions during the night of the show.