June 3, 2012
Vijaya Prasad

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The streets of Hollywood will be crowded tonight as the 2012 MTV Movie Awards air live from the Gibson Amphitheater in Universal City. In a city famous for hosting awards shows, residents are as used to traffic as they are to palm trees and sunshine. What is newsworthy, are the innovative digital plans to promote the show tonight and indeed to cater to user engagement.

Does Social kill the video star or do they learn to coexist in peace and harmony? Find out tonight by following the 2012 MTV Movie Awards

For starters, there is a new voting category “Best Hero” chosen by the fans. Fans are encouraged to vote by tweeting out predetermined #hastags for each nominee. They can further track the voting results in real-time using the MTV twitter Tracker on the movie awards website.

I have to admit, I was slightly skeptical – the millennials are used to doing things on the move – they grew up with dvrs, cell phones, and iTunes – where the mtv generation/gen X tuned in to find out what’s cool. But it’s nice to see the votes coming in – and though the race is close between the top two contenders, I can’t help but hope that the winner will come from behind to capture the award (#votejenko).

I know his competition is Harry Potter, but how can you not vote for Channing Tatum in a non-military role?

There will also be a new Facebook Tracker, which will visualize fan “likes” and shares during their favorite show moments. Finally, a second-screen initiative “All Access Live” featuring a Twitter Tracker via a timeline, that highlights the social conversations during the show. According to Cynopsis Media, “other aspects of All Access Live include the ability to view six different live camera angles ranging from the red carpet to the balcony and the MTV cut; chat with other fans via MTV WatchWith Chat; and share content using MTV’s Watch & Share.”

MTV All Access Live – not live till pre-showtime

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