MTV Allows Fans to Unlock Miley

This past week MTV aired Miley: The Movement, a documentary on Miley Cyrus.  Following the premiere, the network encouraged fans to tweet using the hashtag #Unlock Miley.  When fans tweeted enough with the hashtag, two exclusive videos would be unlocked.

Unlock-Miley

From Mashable:

If her rabid fans — dubbed “Smilers” — post enough Twitter messages with the hashtag #UnlockMiley, they will unlock two videos that can be viewed only on MTV’s iOS app. MTV launched the #UnlockMiley challenge immediately after the documentary aired. The bonus footage (one involves her conversation with Britney Spears) will eventually also appear in the 90-minute deluxe edition of Miley: The Movement, which will air on Oct. 6 at 8 p.m. ET.

Why I’m Curious:

MTV drove increased interest in their documentary by creating a post- “event” experience. Providing fans with additional content (and a site that tracks their collective progress) continues the conversation in the social space post the premiere date.  MTV also positions themselves as fan advocates, giving Miley’s fans what they want – more Miley. I’m curious to see how this resonates with her fans and if it translates into increased awareness/TV ratings.

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