O Music Awards 3: Amplifying Social Sharing

Our Responsibilities:

  • Experience Design
  • Graphic Design
  • Interactive Development
  • Responsive Design
  • Publishing System

Awards:

OMA 3 drove 42 million user votes in 30 days, compared to just 10 million for OMA 2

4200% increase in votes over OMA 1

The O Music Awards is a digital celebration of online music and online music culture. Like the music and technology industries it inhabits, the awards celebration is both timely and ever evolving. Over the past two years, Happy Cog partnered with MTV on two vastly different OMA web experiences. Our multi-year 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 is to increase user participation through category voting. Driving over 42 million user votes in 30 days, 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).

We invite you to experience our work as it developed throughout the stages of the celebration. From category voting, to the Flaming Lips’ record breaking performances viewed through the live show stream, the journey from Memphis to New Orleans was a thrilling technological challenge and a successfully responsive experience.

→ Stage 1: Open Voting

The site registered a total of over 44 million votes. Leading up to the voting deadline, the volume was over 5,000 votes per minute. MTV wanted to highlight the fans and make them a more central focus of the experience. One way we did this was to push active fans to the winners page, highlighting them in nearly the same prominence as award winners.

The yellow arrow on this page represents the nominees’ vote trending. During the voting period users noticing a downward trending arrow would take to Twitter and organize group voting, driving vote trending upward again.

→ Stage 2: The Live Show

Things to note during the show: even though the site was cached behind a worldwide cache, we were able to sync up several hundred Instagram photos and over 10,000 tweets in near real time. This included scheduled sponsored tweets and award winner announcement tweets. This stage also featured a multi-camera option allowing users to explore across the event including behind the scenes in the event control booth, upcoming venues, and a live “fan cam.”

Video highlights were critical in OMA3. With a 24 hour celebration, users couldn’t watch the whole thing. Highlights were used to catch someone up, or allow them to decide what portions of the show they wanted to experience. Each highlight is tagged in a variety of ways enabling Facebook and Twitter sharing. For example, on Facebook users can actually play videos inline within their news feed, without jumping back to the site.

→ Stage 3: Post Event

At the close of the event, while the Flaming Lips crashed to grab some sleep, Happy Cog switched the site to the post event state. This version of the site moved the focus back to the OMA blog, and to the content they produce throughout the year.

None of this would have been possible without our partners at Viacom/MTV and a truly collaborative approach. We can’t wait to get started on OMA 4, employing what we learned over the past two events to make the O Music Awards even bigger and better in 2013.

We’ve already built great things for:

  • A List Apart
  • ADP
  • Advertising Age
  • AIGA
  • AMC Theatres
  • American College of Physicians
  • Amnesty International USA
  • Appliance Parts Pros
  • Archstone Apartments
  • Arizona State University
  • BBVA Compass
  • Ben & Jerry's
  • Black Hills Corporation
  • Black Hills Energy
  • Black Pixel
  • Blogger
  • Books-A-Million
  • Brighter Planet
  • BSR
  • Bubakiki
  • Build-A-Bear Workshops
  • Capgemini
  • Carlisle Wide Plank Floors
  • Cerner Corporation
  • Change.org
  • Channel 4 (UK)
  • Climate Central
  • Comhaltas
  • Delaware Valley College
  • Dictionary.com
  • Einstein Healthcare Network
  • Fetch Softworks
  • Fonts.com
  • FragranceX
  • Garces Group
  • Georgetown Law School
  • Georgetown University
  • Groupon
  • Harvard Business School
  • Harvard University
  • Hershahotels.com
  • Housing Works
  • Kaplan Test Prep
  • Kauai Hindu Monastery
  • Kongregate
  • Krylon
  • Landmark University
  • Longwood Gardens
  • Ma.gnolia
  • Marler Clark L.L.P, P.S.
  • MICA
  • Michigan State University
  • Moss Rehab
  • Mozilla
  • MTV OMA 2
  • MTV OMA 3
  • Mun2 (Telemundo)
  • Naked Pizza
  • National Constitution Center
  • Nintendo of America
  • Progressive Waste Solutions
  • Red 5 Sudios
  • Republic of Tea
  • Riot Games
  • Riot Racing
  • SmartyPig
  • Stanford University
  • Sundance Film Festival
  • Tenth Millennium
  • Tethys Bioscience, Inc.
  • The Amanda Project
  • The Annie E. Casey Foundation
  • The Bill & Melinda Gates Foundation
  • The Center for Teaching Quality
  • The McGraw Hill Companies
  • The Posse Foundation
  • The Today Show
  • The World Wide Web Consortium
  • Thomson Reuters
  • United States Holocaust Memorial Museum
  • Visitphilly.com (GPTMC)
  • Voting Information Project
  • W.W. Norton & Company
  • Warner Bros. Films
  • Weil, Gotshal & Manges
  • Welton Investment Corporation
  • Wordpress
  • Yale School of Management
  • Zappos

Capabilities

We don’t specialize in a specific technology or type of business; we specialize in all of them. Have an idea for a project?

Start Your Project with Happy Cog →

We love to provide:

  • Research
  • User experience design
  • Online business strategy
  • Information architecture
  • Content strategy
  • Graphic design
  • Template (code) development
  • Responsive design & development
  • Mobile development & testing
  • Application development
  • Content management system (CMS) development
  • Hosting

We routinely build great things for:

  • Banking & financial institutions
  • Broadcast & media
  • Universities & educators
  • E-commerce sites
  • Energy & utility companies
  • Film & entertainment
  • Fortune 500 companies
  • Gaming studios
  • Local and federal governments
  • Non-profit organizations
  • Professional service providers
  • Software companies
  • Tourism & travel

Contact

Got a fantastic design challenge for us? Can our partnership change the way you do business on the web? Want us to speak at a conference? Get in touch.