Way back in 2013, I served as the production lead for MTV’s first-ever Twitter Amplify campaign. If you’re not familiar, Twitter Amplify is a video advertising product and sponsor opportunity where brands push out promoted video tweets prefaced with brief branding from sponsors. This was a very valuable opportunity — Twitter Amplify clips surrounding the 2013 VMAs sold out within a week of the Viacom x Twitter partnership announcement.
In our case, our goal was to push out show clips of the most buzzworthy 2013 VMA performances, interviews and backstage moments in real-time. With 2013 technology and a high-volume of content (31 clips split between 5 different sponsors), this was no small feat.
I wrangled a team of key players across many different departments: ad sales production, product development, ad operations, tech, mobile, and project management. After endless testing sessions and troubleshooting every scenario which popped up, I developed and managed a seamless workflow that allowed us to launch broadcast content on Twitter in an almost instant turnaround. This groundbreaking campaign was a win not only for MTV, but also for all the brands who bought in. After this groundbreaking campaign’s success, I ended up becoming the point person for Amplify workflow and questions across many brands and events.
+ 9,000 follower increase for @Pepsi
+ 98% video completion rate for Amplified videos
