To promote the second season of its horror show Scream, MTV turned to of-the-moment social media apps including Facebook Live, Periscope, and YouTube. Fans who tuned in for a Q&A and show footage were instead treated to a “murder spree” inside TRL studios. They were encouraged to interact with and even influence how the spree went.
“From a visual culture perspective, we’re always trying to look for that thing to engage with our audience,” supervising producer of video/digital prodcution Kim Thai told Mashable. “We wanted to play with them, we wanted to trick them a little bit, and it was all us leaning into knowing the user behavior and knowing the specifics that came from that actual fan base.”