MUMBAI: Viacom International Media Networks has teamed up with fast growing technology firm MuseAmi to integrate the Hook’d app into three of its biggest MTV International music properties across a number of European countries. Hook’d will be featured in advertising and other promotional activity at MTV’s flagship Summer concert, ‘Isle of MTV Malta’, in MTV’s newest music driven social series, ‘Say it in Song’ and in MTV’s global music awards show, the 2015 MTV EMA.
MuseAmi’s hugely popular Hook’d mobile app enables users to record and share ‘selfie’ videos as they sing popular songs from an ever-growing catalogue of hits giving users access to hundreds of popular songs to choose from. Hook’d has amassed nearly one million users since it was introduced in Summer 2014. All user videos, which feature the original recording artists’ master tracks, can be easily shared with any number of friends on YouTube via an elegant and intuitive user interface for mobile devices. Professional-grade audio tools are provided to make each music video sound its best.
The Hook’d app will be used in Malta to grab Hooks from music fans on the island, giving them a chance to win Golden Circle pit tickets at the Isle of MTV, with the winner being announced on stage ahead of the show. Hook’d will also be integrated into the 2015 MTV EMA via a bespoke competition allowing fans to submit their EMA Hooks through the app with a chance to win tickets to the coveted 2015 MTV EMA in Milan on October 25th.
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“We are excited about this partnership, which begins with the integration of our app and technology resources in these high-profile MTV properties,” said MuseAmi CEO Bob Taub. “Hook’d is a formidable platform for reaching young music fans by generating engaging content that is a natural fit for broadcast, online and mobile social media outlets.”
“We are constantly looking for innovative and creative ways to engage the MTV demographic, especially through their mobile device. We know how much our audience loves to create and share content, and integrating Hook’d into some of our key music properties gives us a great opportunity to provide our fans with social, shareable content we know will excite them,” said Viacom International Media Networks EVP Global Business Development Peter Griffin. “We have enjoyed great success in generating a massive amount of digital and social engagement across our MTV music properties on all platforms, and our unique relationship with our fans across every screen puts us in an ideal position to help brands develop new connections not only on our own platforms but also our partners,” added Griffin.
The Viacom International Media Networks advertising sales team has been instrumental in helping partners create customised, content-led campaigns that exploit the unrivalled, multi-platform ability of Viacom’s brands to deliver mass consumer engagement across TV, digital and social media. With more than 300 million social media followers for MTV, and franchises like the MTV EMA attracting more than half a billion votes and 389 million mentions via social media when it was last staged in Glasgow in November, MTV is best placed to take advantage of these unparalleled social media touch points for its clients.
