Social TV & Crossmedia Case Study: MTV Music WG

On July 21, 2014, the three residents of MTV Germany’s “MTV Music WG” moved into a villa in Berlin, which will be their home for one year. “MTV Music WG” is a non-scripted reality show in which three young people, aged between 18 and 20, live together and document their life in Germany’s capital via Twitter, Facebook, Instagram, YouTube and their personal blogs on the show’s website.

The three residents, Michelle, Andre and Alex, each work in different jobs at MTV, a brand activation agency and an exclusive nightclub respectively.

The residents of the villa were selected by a jury and by users through an opine voting on the “MTV Music WG” website. Beginning on April 15, 2014, users could apply to become a resident. MTV then selected ten applicants that were invited to a casting weekend in Berlin.

Before the casting took place, the ten candidates introduced themselves in short videos, which were available on YouTube and shared on Facebook and Twitter, and were also featured in a photo gallery on Facebook. Users were encouraged to already vote for their favorite candidates in order to give a them a points advantage. During the casting weekend on June 6 and 7, the candidates had to complete a variety of challenges through which they could collect additional points.

The winners of the casting that are now the three residents all have their own Facebook, Twitter and Instagram accounts on which they post photos, videos and messages about their everyday lives and experiences at their jobs.

The candidates were already documenting their experiences on Facebook, Twitter and Instagram, each sharing photos, videos and messages with their own dedicated hashtag (e.g. #MMWGMichelle or #MMWGFelix) through the official “MTV Music WG” accounts.

On the “MTV Music WG” official website, the residents additionally blog about the life in the villa, their work, parties and other things that happened. Different colors indicate the author of the respective post.

Each resident also has an own subpage on the website on which not only the blog posts, but also the posts, photos and videos from Instagram, YouTube, Facebook and Twitter are embedded and accumulated.

The official “MTV Music WG” accounts are following the three residents as well and regularly posts pictures and videos of for example how they moved in. Additionally, MTV installed two webcams in the villa’s kitchen and living room, allowing users to watch the residents when they are at home. The live streams are accessible on the format website.

© VIMN Germany GmbH

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