MTV Video Music Awards: Integrated Marketing Campaign
I managed the marketing campaign for the MTV Video Music Awards, using emerging new media trends to boost engagement and viewership. Leveraging viral celebrity culture, our team collaborated with host Miley Cyrus to produce a green screen UGC asset kit, empowering fans and artists to create, remix, and share their own visuals. The best fan-generated art was elevated into official campaign assets, featured across digital, broadcast, and out-of-home media. This approach transformed audience participation into marketing momentum, resulting in the most-viewed digital award show of its time, fueled by MTV’s fans and creative community.
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Comic Con: Fan Experience
As a key member of the Adult Swim marketing team, I helped execute large-scale fan activations at San Diego Comic-Con and New York Comic Con, two of the most influential pop culture events globally. During this period (2010–2013), these events drew averages of 130,000 attendees at SDCC and 115,000 at NYCC, underscoring the massive audience engagement potential. Our annual presence included branded venue takeovers, exclusive merchandise drops, panels, autograph signings, and fan parties, all designed to deepen audience connection with the Adult Swim brand. I also managed social media coverage, amplifying the activations to fans beyond the conference and extending the reach of each event. These efforts reinforced Adult Swim’s cultural relevance and strengthened the brand’s connection with audiences across both physical and digital channels.
