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Miss USA and MTV Make Twitter an Integral Part of the Show

This past week, two big televised events announced that they’ll be using Twitter in a big way to draw fans in on show night.

For the first time, The MTV Movie Awards has set aside one category for Twitter only voting. The category is “Best Hero” but the process is a bit backwards. It begins on the category page where you see a terrific graphic showing your choices.

When you click the “Tweet Your Vote” button, you don’t get the traditional composed Tweet box. Instead, the application sends to you the MTV Tweet Tracker which shows you which hero is currently in the lead. From here, you click on the hashtag for your hero and that’s where you get the composed Tweet pop-up.

The Tweet Tracker is a nice touch. It should up the engagement level when folks see their chosen hero falling behind. And can we take a moment here to feel bad for poor Jenko from Jump Street. The guy doesn’t stand a chance.

Overall, MTV’s Twitter move is poised to show the power of social media and I suspect that in the future, we’ll see more voting via Tweet.

From Silver Screen to Pageant Queen

The Miss USA Pageant is also using Twitter to engage their fans this year, but they aren’t asking them to vote. Instead, they’re asking them to Tweet questions for the interview portion of the competition.

From now, through the 2-hour live telecast on June 3, fans can Tweet questions using the hashtag #AskMissUSA. Only the top five finalists go through the interview process and one of those five questions will come from Twitter, giving the producers plenty of leeway if what they get isn’t so good.

Live Tweets will also show on screen during the swimsuit and evening gown portions of the show.

Barry Adelman, executive producer, Dick Clark Productions said via a press release,

“We wanted to add an element of suspense by integrating social media into the Final Question portion. It will all come down to one contestant, one fan and 140 characters.”

Miss USA also has an online component, where fans vote for their favorite contestant. The woman who gets the most votes automatically gets a spot in the semifinals. That’s a nice boost for one lucky lady.

According to NBC, last year’s Miss USA competition pulled in its highest ratings in six years. No one can say that it was as a direct result of their social media efforts but campaigns like these, that give fans a stake in the outcome, certainly help pull in an audience.