MTV introduces its Facebook Messenger bot ahead of EMAs

Ahead of one of the world’s biggest night in music, MTV has unveiled its digital and social 2016 MTV Europe Music Awards (EMAs) integrations, to embrace its fans-first innovation.From launching its Facebook Messenger bots to virtual reality and social celebrity correspondents - MTV said it is using new technology and platforms to provide fans with an up-close look at the EMAs, experiencing content from the show everywhere live. The 2016 MTV EMAs will be the first-ever awards show to launch a Facebook Messenger interactive bot to give fans an "exclusive" way to engage with the live show.During the live broadcast, fans at home can interact with the MTV EMA bot on Facebook Messenger, asking questions related to the show, interacting with Facebook Live backstage host Becca Dudley. The technology is a collaboration between MTV, Viacom Velocity International, Viacom Labs, GIPHY and Conversable.Also, from 7 to 13 November, fans in Singapore, Malaysia and Philippines are able catch the show while enjoying discounts on their foodpanda orders by using the promo code MTVEMAPANDA.Audience in Singapore will enjoy 15% off a minimum order value of SG$30 for the first 1,000 redemptions. In selected regions in Malaysia, fans get 20% off a minimum order value of RM40. In Manila and Cebu, it will be 15% off a minimum order of P850, with a maximum discount of P300 per order.This year, fans can also watch show content live wherever they want. In addition to catching the EMAs on TV, the audience can follow along live across all devices for custom experiences offered from its social MTVEMA hosts, Hugo Gloss (for Instagram) and Jack & Jack (for Snapchat).Additional EMA content will also be updated live within a Snapchat Live Story. MTV VJ Becca Dudley will host the official backstage show, which will stream on MTVEMA.com and Facebook Live, and feature exclusive interviews with the night’s hottest talent. The network is also evolving its virtual reality strategy, giving viewers around the world a true 360-degree video experience via the MTV EMA app, which puts them inside the Ahoy Rotterdam arena LIVE during the show.“Last year, the MTV EMAs were the first global music award show to broadcast the full event live in virtual reality; this year, we’re taking it a step further, as the first network to roll out a real-time Messenger bot experience as part of a live awards show. We’re giving our international fans a front row seat to the incredible music, moments and performances that make this show the world’s biggest night in music,”  said Karmelina Parouka, vice president of international digital production at Viacom International Media Networks.More examples of digital activations at the 2016 MTV EMAs as below:MTB Bump: Fans will also get the opportunity to have their social video posts featured on air via MTV’s social-to-linear initiative, #MTVBump: All night-of social posts tagging #MTVBump and #MTVEMA will have the potential to be featured on air in as little as two hours.Here's how it works: #MTVBump connects the Internet to the network’s linear broadcast system, allowing social media videos on Instagram or Vines shared on Twitter with #MTVBump to be up on-air in as little as two hours. MTV collects the videos using a custom content management system (CMS) developed together with B-Reel Creative that allows MTV teams to curate the content, filtering for local relevance, pop culture topicality or number of fans, and then seamlessly scheduling it to be up on-air and across platforms. Users can submit video content directly on Instagram or with Vines shared on Twitter, or go to MTVbump.com, where they can also view the “bumps” that have made it on-air around the world.Live Twitter Chat: Fans in Indonesia, Malaysia, Philippines, and Singapore can live tweet during the MTV EMA evening repeat telecast on Monday, 7 November at 8pm (WIB) and 9pm (MY/PH/SG) using #MTVEMA and watch selected tweets go on-air. Those with the best tweets stand a chance to snag the show official sponsor Évos' headphones and special MTV EMA merchandise.