New media is interactive and old media has to adapt or die. MTV knew it lacked online presence and the features, interactivity and social elements of new music platforms like Spotify. To promote the MTV Video Music Awards, the biggest show in the industry, MTV made promotional celebrity videos and billboards with green backgrounds. Fans were able to download the videos and pictures and Photoshop their own ads.

The crazy fan-made creations got everyone talking and the campaign results were spectacular, with 64 million interactions on Instagram, 541 million social media engagements and an overall reach of 122 billion impressions.