In the lead-up to the 2011 Video Music Awards, MTV.com went wide with a series of video vignettes featuring iconic moments from the show’s storied past. The catch? Pop stars were played by pint-sized puppies and kittens decked in full-blown costume replicas. MTV revisited VMA jaw-droppers from music’s favorite divas: Madonna, Britney, Gaga and Cher.
Building anticipation for upcoming action at the 2011 event, these videos hit the internet a week out from the big show. Clips were released with accompanying posts on the MTV Buzzworthy blog, which provided side-by-side comparisons to the original water cooler moments. At MTV Style, outfit info came direct from the animal costumer who managed to recreate every outrageous ensemble. The videos were distributed via MTV’s Facebook and Twitter accounts, with an exclusive on EW.com. 50% of streams accrued by the animal reenactments were viral.