MTV’s Online Music Awards (the “OMAs”) was a digital celebration of online music and culture, and the intersections thereof. Like the music and technology industries it was inspired by, the awards celebration was both timely and ever-evolving. Happy Cog partnered with MTV/Viacom in a multi-year collaboration on vastly different OMA web experiences. Our collaboration allowed us to learn from our previous experiences, and build a stronger partnership driving truly spectacular results.
One of MTV’s business requirements in the bi-annual celebration was to increase user participation through category voting. Driving over 42 million user votes in 30 days (leading up to the voting deadline, the volume was over 5,000 votes per minute), our work on OMA 3 increased user voting by 21 million, compared to our work on OMA 2, and over a 4200% increase from OMA 1 (prior to Happy Cog’s partnership).
From category voting, to Guinness World Record-setting feats, to the Flaming Lips’ record-breaking performances viewed through the live show stream, our involvement in the crafting of the experience was multi-faceted—from strategic planning, to execution of the online experience, to live-monitoring during the events themselves.
