Case Study
MTV GIF Me More Party
/ introduction
The first interactive music video where you can choose who you want to be. Brought to you by MTV MOBILE MTV's GIF Me More Party campaign needed a digital activation that captured attention in the most fractured media environment in history. EnHaus produced the full motion case study — designing the campaign's visual identity, programming the interactive video, and delivering a shareable, social-native experience.
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Work Overview
The Challenge
# The challenge
The GIF Me More Party places viewers in the first-person perspective of a pizza delivery man arriving to a party. However, this is no ordinary video. The viewer is able to click on any of the 50 characters and jump to their perspective seamlessly. The result: user engagement is rewarded by discovery of hidden content that eventually leads to an unlockable download of hip-hop group, The Death Grips, new EP. Further, the video cleverly utilises lude behaviour, sex appeal, and fast paced antics to entice the viewer into deeper engagement with the narrative.
Every bit of the execution is carefully moulded to attract MTV’s heavily chased youth demographic. From the wobbly camera aesthetic of reality TV to the scantily clad 'woo girls' around every turn, this video places itself directly into the world of its target audience. With the implementation of the entire GIF Me More MTV mobile campaign, that’s precisely where they aim to be.
