2022 MTV VMA Roblox Experience

Objective

MTV sought to extend the Video Music Awards into the metaverse and engage a younger gaming audience on Roblox. The campaign introduced a new award category—Best Metaverse Performance—and created an immersive virtual destination to drive brand awareness and fan participation during the 2022 VMA season.

Solution

MTV launched The VMA Experience, a fully-realized Roblox world featuring a virtual red carpet and interactive galactic landscape. Players competed in three time-release minigames (one added weekly), earned MTV tokens through challenges, and cast gamified votes for the inaugural Best Metaverse Performance award. Customizable avatars with exclusive MTV merchandise were available, and the winning artist (BLACKPINK) received MTV's first-ever VMA NFT transferred directly to their digital wallet.

Results

Over 1.5 million votes were cast for the Best Metaverse Performance category, with BLACKPINK winning the inaugural award. BLACKPINK received the first-ever VMA NFT, transferred to their digital wallet to commemorate this historic first.