MTV EMAs Pushes the Virtual Reality, Gamification, Social Media Envelope

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Last night's MTV EMAs--the channel's tentpole international awards show--saw a number of brand new digital innovations including a virtual reality live-stream of the show, a partnership with Instagram's Boomerang app with exclusive celebrity photos, and a gaming partnership with Guitar Hero which pitted at-home users against the rock stars at the show.

"We always create this huge influx of interest, now we want to go beyond this and pilot new technology,” Philip O’Ferrall, Viacom’s head of commercial innovation, told The Drum. "I’m confident things like this are going to become more and more common place and we want to get in there early."

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