The partnership between MAMA and Twitter gave K-Pop fans multiple exclusive real-time award voting opportunities and access to Red Carpet live streams
SOUTH KOREA - Media OutReach - 18 December 2018 - 2018 celebrates the 10th anniversary of Asia's biggest music awards - Mnet Asian Music Awards (MAMA), bringing about a collaboration between Twitter and #2018MAMA. From Red Carpet live streams to real-time voting that happened exclusively on Twitter, K-Pop fans across the world responded enthusiastically with nearly 56 million Tweets (from December 12 to 15, 2018), breaking 2017 MAMA's record of 42 million Tweets.
In particular, the #MAMAVOTE hashtag was used by K-Pop fans to vote for their favourite artistes and topped the list of Twitter Trends in 44 markets with 13.3 million votes sent exclusively on Twitter during the real-time voting segment for the "Worldwide Icon of the Year" award. BTS (@BTS_twt) was the winner of this brand new award presented during the 2018 MAMA Fans' Choice in Japan ceremony.
Embeddable Tweet: https://twitter.com/TwitterKorea/status/1073072906916093952
Embeddable Tweet: https://twitter.com/MnetMAMA/status/1072797860289081344?s=20
- Embeddable Tweet: https://twitter.com/BTS_twt/status/1072874110613504000
- Embeddable Tweet: https://twitter.com/TwitterKorea/status/1073080553572683776
The MAMA Red Carpet event in Hong Kong was also live streamed through a special live page(https://twitter.com/i/events/1070115068908462080) for fans to get a closer look at their favourite artistes/bands' red carpet looks. The Hong Kong Red Carpet event had over 1 million viewers tuning in to the livestream and voting for their favourite artistes using the #MAMARedCarpet hashtag for the "Best Asian Style Awards" in Hong Kong.
- Embeddable Tweet: https://twitter.com/MnetMAMA/status/1073492492614479873
- Embeddable Tweet: https://twitter.com/MnetMAMA/status/1073520216368283649
The #MAMARedCarpet hashtag trended #1 on Twitter in 35 markets with 10 million votes sent on Twitter in just 2.5 hours. The award in Hong Kong went to BTS (@BTS_twt) as well, delighting ARMYs all over the world.
Conversations for 2018 MAMA started since 1 Nov 2018, with fans using the official hashtags #2018MAMA, #MAMA10, #LikeMAMAand #MAMARedCarpet to express their love and admiration for their favourite idol and artistes. Here are several of the top Tweets from artists and fans alike for 2018 MAMA:
- Embeddable Tweet:https://twitter.com/JanetJackson/status/1073626395040014337
- Embeddable Tweet: https://twitter.com/GOT7Official/status/1072828979059417088
- Embeddable Tweet: https://twitter.com/plusthepooh/status/1072094340497850369
- Embeddable Tweet: https://twitter.com/fate_jimin/status/1072853421332422658
- Embeddable Tweet: https://twitter.com/yoonmlned/status/1072806852314972160
- Embeddable Tweet: https://twitter.com/0u0pp/status/1072794605995716608
The top ten Hashtags used during 2018 MAMA were:
- #방탄소년단 (BTS)
Twitter delivered many opportunities for K-Pop fans across the world to be part of the 10th anniversary of the MAMA ceremony, find out what's happening in real-time, and to talk about it with other K-Pop fans. If you want to relive the exciting experience, you can visit the official MAMA Twitter account (@MnetMAMA).
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