One of the bigger stunts I developed at MTV was this Fort Minor Video remake contest. We were just beginning to notice the use of YouTube in user generated content, specifically fan made music videos, and wanted to do something similar on MTV.com.
Fort Minor, a side product of Mike Shinoda of Linkin Park, had a very committed fan base that was very tech-savy. I partnered with Warner Brothers Records to mobilize their fan base in this promotion where fans can create videos using the Fort Minor hit “Where’d You Go.”
The finalists were voted on by the MTV.com audience and the final winner chosen by Mike himself. The prize package included a video taped congratulatory message from Mike, a shout out on TRL, and video premiere treatment and promotion of the winning video.