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.
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.