Last night’s MTV Video Music Awards amassed an enormous 12.8 million social media comments, making it the second most social TV event of all time, behind the 54th Annual Grammy Awards (13.0M).
This year’s show had numerous social TV integrations: nomination announcements in August via Twitter, an online Twitter Tracker that showcased the moments and topics being discussed most, and even a live social vote for the “Most Share-Worthy Video,” which was won by One Direction.
On top of that, many of the stars encouraged the social conversation by live-Tweeting colorful commentary and behind-the-scenes pictures.
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