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case studies: MTV: The MTV Vault

MTV has a deal in place with AT&T for a custom, AT&T-sponsored landing page. The page is called “The MTV Vault sponsored by AT&T.”  MTV had guaranteed a specific number of views to the page to AT&T and by the last two weeks of the campaign it appeared they needed extra support to hit goal. With 2 weeks left to hit the goal, Hitviews was given the challenge.

Strategic Approach:

  • 6 videos were produced specifically to drive views to the MTV Vault
  • The link to the MTV site was prominently displayed in each video
  • Each WebStar attacked the challenge from their unique perspective and demographic

Results:

  • Two videos alone pulled 1,550,891 views in 10 days
  • 6.8% click-through rate attributable to the campaign
  • The target landing page received over 40,000 unique views, a success for MTV