By 2017, what used to be the mtvU Woodie Awards had evolved. No longer classified as an awards show, the MTV Woodies was refocused to more of a music showcase that highlighted performances by emerging artists.
But even though “Awards” was dropped from the title, voting was still an important engagement piece that we didn’t want to lose — it’s a great way to harness the power of passionate fanbases and convert them into viewers. We needed a lightweight, low-cost option that would engage our fans across a handful of fan-voted categories. Enter: Snapchat.
In an MTV awards first, Woodies voting took place exclusively via MTV’s Snapchat brand story. Fans were able to vote for each category by taking a screenshot of their favorite artist on Snapchat.
We opened with Cover Woodie, with a new category launching each subsequent day: Songwriter Of The Year, Woodie To Watch, and Woodie Of The Year. Winners were revealed within the onair show.
My team ideated and produced this project from start to finish — from coming up with the creative and methodology to tabulating and delivering final voting numbers.
