MTV Best Of

Project name: MTV OnDemand – Best Of
Category: Web Development, Rich Internet Application
Services: Concept, Graphic Design & Coding, Maintenance & Server Assistance
Client: MTV Italia
Technologies: HTML5, Sass, Jquery, Ruby + Rails, Mysql, Nokogiri


We have created MTV Best Of: the new section of MTV Ondemand – the MTV’s platform of video on demand (VOD) – where users can watch, vote and share the best brief video-clips, selected and “clipped” by MTV’s Editors from MTV television series and shows.


The main purpose of the section Best Of is to increase video views’ number, bringing new users to MTV Ondemand and augmenting existing users’ participation rates.

To achieve the objectives, we mixed four main ingredients:

  1. SEO: all the code and the design are optimized for SEO. This is very important to effectively exploit the strong brand awareness and image of MTV Intellectual Properties (like Jersey Shore, Geordie Shore, Awkward, The Valley, etc.); moreover, videoclip selection helps to use high traffic keywords (like “sex”) into tags, descriptions and titles
  2. Gamification: to increase engagement, we added some easy gamification elements. First a basic voting system to allow users to decide the best videoclip inside a chart. Secondly, we created seven “Emotional Dynamic Charts”: users can describe every videoclip by selecting, among seven (Epic Fail; I can’t believe it; Really Trash; Infinite Laughs, I like it, This is awesome – cool, Epic Win), the feeling they think it suggests. Doing that, users create dynamic cross-shows charts, ordered by the number of votes expressed on that particular feeling. Finally, we limit the number of daily votes available to users: create “scarcity” to increase “value” is an important gamification strategy that helps in keeping users more engaged (e.g. if the user owns just one vote, that vote worth more and he will consider carefully how to use it) and the charts more meaningful.
    Besides the expected engagement reasons, we used gamification elements to: 1) having more interesting charts, able to represents users tastes and so to gain immediately the attention of new users; 2) incentivize Social Media sharesRead More
MTV Awards 2013: Artist Saga

Project name: Artist Saga
Category: Cross Browser Web App
Client: MTV Italia
Technologies: HTML5, CSS3, Ruby on Rails, Redis, Sidekiq, Varnish, jQuery with jStorage, Facebook SDK, AWS Cloud
Primary Target: Internet Music Lovers
Main Target Device: Web Browser (IE8+, Chrome, Safari, Firefox)

MTV Italia chooses to develop the digital tools for the first edition of the MTV Awards 2013. is the official techincal partner of the event.

For the first step of the project, designed and, using an’s proprietary technology, developed for MTV Italia an outstanding tool to generate matches between contenders named “Artist Saga”.

This application has been made using cutting-edge web technologies such as HTML5, CSS3 for a rich user experience and it’s able to scale to deliver thousands of page-views per second and to manage even 10.000 concurrent users, thanks to a complex caching system and the cloud-based architecture.

The app is Facebook Connected and, using a flexible backend technology, can be customized for different situations an rebranding. The unique technology allows different usages of this system just changing the parameters utilized.

In the “Artist Saga” use case, users can vote their favorite artist to make him the nominee for a special category at MTV Music Awards, “Artist Saga”. By voting, the artist have a chance to win the nomination, and the user may share his vote on Facebook inviting his friends to perform the same. During and after the challenge, the users may comment the results with other voters.

During the event’s live coverage, Artist Saga has hosted the final match between the two finalist artists, reaching peaks of 8 thousands cuncurrent users and more than 20 thousands cuncurrent votes.

La Grande Avventura, Camp Orange’s social web advergame, is a success

La Grande Avventura, the social web (Facebook-connected) game of Nickelodeon’s Camp Orange, conceived and created by, is a success: in its first week, it has accumulated more than 5.000 registered users (23.000 in all), almost 300.000 games and 122.000 challenges.

Moreover, the number of accesses, registrations and games continues to be stable and very high.

…And the adventure goes on: today is being released the new minigame Skate (sponsored by the clothing brand MEK); the next week will be published Deltaplano (an hang-glider game). In September, finally, the game La Grande Avventura (the big adventure) will close the experience created by, MTV and

For other information about the game:

Camp Orange’s Social Game has created the social game “La Grande Avventura” (The Big Adventure / Camp Orange’s Social Web Game) for MTV Italy and Nickelodeon. The game is published on portal.

Camp Orange is a Nickelodeon’s Adventure Game  that goes on air on Nickelodeon (the Mtv’s teen channel) -. created the game concept, the design and the graphics. wrote the code of the Web Game Camp Orange too, using its Social Game Development Platform – LUDUM.

LUDUM: Social Games Development Platform

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