Perhaps determined to make a big splash for its first show in Brooklyn (or maybe a reaction to last year's more than 50 percent drop in the ratings), MTV hit the city with more than half a dozen events leading up to the live telecast of the Video Music Awards at the Barclays Center on Sunday. It was a prime opportunity for sponsors such as State Farm, Windows Phone, and Taco Bell to get in front of the legions of music fans before the show aired and align themselves with popular talent, as well as a way for the network itself to increase the scope of the award show.
Aside from the ceremony, the biggest physical exposure for brands attached to the V.M.A.s was during the preshow event that saw MTV close an entire city block for a one-hour affair that combined the red carpet entrances of stars with live musical acts and social media prompts. State Farm, which sponsored the performances, was present on stage, with its name on a backdrop of white plastic cups embedded in a chain-link fence, while CoverGirl's integration came via DJ duo Nervo, the cosmetic company's spokesmodels, who spun from a booth on the arrivals carpet.
There was even more opportunity for sponsors digitally. In addition to the telecast that was live streamed, MTV's extensive social media program encouraged viewers to vote, post commentary, and pose questions via Twitter, Instagram, and Vine. Pepsi's effort was particularly strategic, offering clues that allowed fans to listen to snippets of two unreleased tracks from Katy Perry's new album and then vote for their favorite, all via the hashtag #KatyNow. And before Perry closed out the award show, the singer announced the winning song and when it would be available on iTunes.
Here's a look at the events surrounding the 2013 MTV Video Music Awards.
In the hour before the V.M.A.s began, MTV hosted a preshow event that took over the area outside the Barclays Center—Sixth Avenue between Dean Street and Atlantic Avenue. One of the key visuals in the red carpet area was a backdrop designed to look like the towers of the Brooklyn Bridge. Katy Perry, who posed with fans before the show, later closed out the event with a performance beneath the actual landmark. Perry was also the highlight of sponsor Pepsi's social media strategy, inviting fans to vote for their favorite of two unreleased tracks over the weekend; the winning song was announced via Twitter during the show.
In the week leading up to the August 25 show, MTV built buzz for the 2013 Video Music Awards by hosting a series of themed concerts in Brooklyn and Manhattan. Each event was presented in partnership with another brand; Time Warner Cable sponsored the August 23 outing at Terminal 5 that benefitted Lifebeat, an organization dedicated to educating youth about H.I.V./AIDS. Robin Thicke was the headline performer for the preshow concert.
Windows Phone, an official sponsor of the V.M.A.s, co-hosted the August 21 event at the Music Hall of Williamsburg dubbed the "V.M.A. Song of Summer Celebration" with MTV. Performers included Jason Derulo (pictured) and Timeflies.
Also on the red carpet of the preshow was DJ Nervo, spokesmodels for sponsor CoverGirl. The cosmetics brand encouraged fans to tweet and Instagram a #CoverMoment during the arrivals, images that were aggregated on a dedicated site.
Directly following the telecast, celebrity gossip magazine In Touch Weekly, a regular host during the V.M.A.s, held a bash at Lower East Side nightclub Finale. Produced by Toast and Bookem Danno, the event took over the venue's multiple floors with several branded areas for sponsors. DJs Nick Cannon (pictured) and Travie McCoy spun music for guests including Cuba Gooding Jr., Jenny McCarthy, and Jason Derulo. EFG handled PR and celebrity wrangling.
Diet Coke's section of In Touch's party included an interactive bar from Imagin8, reacting to movements with images of bubbles, coasters, and waves of water.
Louisiana-based artist Jacob Zumo painted portraits of CoverGirl spokesmodels live at the In Touch event.
Skincare company Eos showcased its products alongside a photo booth that let guests pose and then email the images or share them on social media channels.
Near the front of Finale, Herbal Essences had a "Moroccan My Shine" lounge appropriately styled with draping, pillows, and furniture inspired by the North African kingdom. The Clairol-owned haircare brand offered products as well as candy for guests.
In addition to an area in the downstairs bar, electronic cigarette brand Blu had cigarette girls distribute its wares from illuminated trays.
A buffet of doughnuts came courtesy of the General, a restaurant adjacent to Finale and owned by the same management company.
The Brooklyn installment of Perez Hilton's concert series hit the Music Hall of Williamsburg Saturday, the day before the V.M.A.s. Produced by BMF Media, One Night in Brooklyn had performances by Eve, Ivy Levan (pictured), Natalia Kills, and others. Proceeds from the ticket sales benefited VH1 Save the Music Foundation and the Gay, Lesbian and Straight Education Network (Glsen).
Like other events surrounding the V.M.A.s, Hilton's gathering had a bevy of sponsors, including Monster, which showed off its new DNA line of headphones. Elsewhere, cosmetics brand Wet n Wild had makeup stations and Zirh men's skincare offered a branded photo booth with mustache props and a rock 'n' roll poster-inspired backdrop.
Republic Records hosted a viewing and after-party at soon-to-open meatpacking district restaurant La Cenita. Patrón and nonprofit organization Musicians on Call sponsored the affair, which included a performance by Sage the Gemini.
