MTV's The Challenge Uses Cameo to Connect With Core Fans

ViacomCBS has put a premium on tightening its bond with fans with its wide catalog of shows and films across its various platforms. While it can communicate with viewers widely through social media, the company's MTV network is testing new ways of achieving one-to-one connections. In a promotion for the show The Challenge: Spies, Lies & Allies, MTV partnered with Cameo, the personalized video messaging platform that connects celebrities to their acolytes, by paying for nearly 400 Cameos for the show's fans. The conversations between MTV execs and Cameo began after they realized most of the show's cast is already on the platform. This formalizing of The Challenge's existing ties made the collaboration a natural fit, and giving away free Cameos also led to expanded word-of-mouth. Connecting with diehards The video messages and shout-outs were divvied up among 29 cast members. Initially, MTV and Cameo agreed on holding the event for three days. In a surprise for everyone involved, the free Cameos were snapped up in less than 10 minutes. With shows like Jersey Shore, The Challenge and Wild 'N Out, the marketing focus has always been on connecting with diehards in different ways. MTV has utilized TikTok, gaining an army of 7.3 million followers. On YouTube, fans watched 22 billion minutes of content, a 2% year-over-year increase. "The team that I oversee is laser-focused on building fandom connected to our franchises," Tyler Hissey, ViacomCBS svp of digital marketing entertainment and youth group, told Adweek. "And what we want to do is create these experiences that will help us cultivate passionate and robust communities across all social and digital platforms." Life beyond Cameo Cameo has run co-marketing deals with the likes of the WWE ahead of its WrestleMania pay-per-view match-up and the Academy of Country Music Awards. MTV's strategy of making the Cameos free was different from any other collaboration the video platform has engaged in. What makes the arrangement worth the cost was how much fans shared the Cameo videos on other platforms. "About 77% of the nearly 400 Cameos that were underwritten by MTV were shared on social media," Arthur Leopold, chief business officer at Cameo, told Adweek. "We essentially created this army of superfans and micro-influencers that were out there sharing the Cameos on their socials. All those Cameos ended up essentially becoming micro-endorsements or advertisements for the upcoming season." Breaking down barriers for brands MTV's unconventional deal and success is a way for Cameo to position itself as a marketing opportunity for other kinds of distribution initiatives. "Brands are always looking for innovative ways to create meaningful relationships with their fans, or potential prospects," Leopold said. "Cameo's the avenue for them to do that through the voice of celebrity. Traditionally, celebrities have been rather unattainable for fans. Over the course the last four-and-a-half to five years since we created a Cameo, we've broken down that barrier." ViacomCBS is tinkering with the notion of trying out similar concepts for some of its other programming. The Challenge's Cameo effort was essentially a case study that gave more insight to what works and what doesn't in the media company's social marketing strategy. Still, its general focus remains the same: developing relationships with core fans that drives awareness of its vast catalog. "Our North Star principle is the same," Hissey said. "How can we build fandom and connect with our fans on social and digital platforms in ways that will drive passion and love for these properties, so that we can continuously engage these audiences, whether we're driving them into Paramount+ our streaming service, or promoting a new season of one of our shows." With 42 Million Subscribers, ViacomCBS Strikes South Park Deal to Boost Originals