It wasn’t just Kanye’s presidential ambitions that drove conversation last night. Some brands were able to get the attention of MTV viewers last night, driving conversation through all the other noise. According to Amobee Brand Intelligence, which analyzed the digital consumption around the VMAs in order to spotlight what is being most “seen” in digital content around the awards show, from three weeks ago until last night:
VMA Association to Brands
Ranked look at which brands had the most VMAs related digital content engagement between July 31 – August 31, 2015.
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1. Apple Music
2. Taco Bell
2. Stuart Weitzman
4. Samsung
4. Pepsi
6. Pop Tarts
7. Target
8. Verizon
9. CoverGirl
10. Red Bull
- Officially, the 5 Seconds of Summer song “She’s Kind of Hot” won was voted the Song of The Summer; unofficially Samsung was the big winner of the contest. The Samsung Galaxy Tab S2 sponsored the MTV contest to vote for the Song of Summer Award on Twitter and Instagram; and as a result between 8 p.m. – 12 a.m. ET on August 30, there were 126,465 VMA related tweets mentioning Galaxy and 122,329
VMA related Tweets using the hashtag #GalaxyLife. Since the contest was announced on August 18 – August 30; there have been 12,271,000 tweets around the hashtag #GalaxyLife
- Ads with a social message also managed to break through on social media. Between 8 p.m. and 12 a.m. ET, the White Squad PSA was clearly the breakout in this category, generating 13,167 tweets.. There was 2,340 tweets around the Clean & Clear hashtag #
SelfAcceptanceSpeech, with Twitter sentiment being 89 percent positive, 10 percent neutral, 1 percent negative. The surreal anti-peer pressure smoking ad that aired during the VMAs generated 1,854 tweets around the hashtag #ItsATrap in the same time period.
- Connecting around music and social media was key for brands. Between July 31 – August 31, Apple Music was the brand most associated with the VMAs, with Taco Bell and Stuart Weitzman both having 62 percent as much VMAs related digital content engagement in the same time period. Apple Music ran a campaign during the broadcast featuring the artist The Weeknd with a surprise cameo by John Travolta as his chauffeur; Taco Bell sponsored an MTV lifestream of a pre-show concert on Periscope and had a heavy paid presence on Twitter, while Stuart Weitzman ran their first ever TV commercial featuring Gisele Bündchen dancing in their high heels; as well as benefiting from Taylor Swift wearing their shoes during her performance.
- In the last month, Pepsi and Samsung both had 51 percent as much VMAs related digital content engagement as Apple Music. During the broadcast, Pepsi sponsored the outdoor stage where artists like Macklemore, Pharrell, and
Demi Lovato performed and sponsored bonus web only performances by those artists; while Samsung sponsored the Song of The Summer contest on social media and debuted a Moonman ad for the Samsung Galaxy Note5 featuring A$AP Rocky.