Each year the team endeavors to evolve the VMA social voting category by exploring never-before-used methods and platforms to engage with our audience. For the 2017 VMA Song Of Summer category, we partnered with Snapchat to launch voting via Our Stories. The published edition included fan-generated snaps, a rundown of the nominees, and a click-to-vote mechanism. The winner was revealed live during the 2018 VMA Pre-Show on MTV.
The Song Of Summer category was Snapchat’s first-ever execution of voting within in an Our Story. Over the 47 hour window, the category generated 600% more votes than the mtv.com 2-day vote average.
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