Twitter partnered with MAMA(Mnet ASIAN MUSIC AWARDS), the most iconic global K-pop awards shows, to bring K-Pop fans’ favorite artists closer to them than ever before. This year, Twitter and MAMA brought the event to K-Pop fans around the world with the exclusive ‘2020 MAMA Twitter Stanbot’, and Worldwide Fans’ Choice voting on Twitter.
During 2020 MAMA, the hashtags #2020MAMA and #MAMA2020 topped Twitter real-time trends in Worldwide and 68 markets, including the United States, Japan, Brazil, the United Kingdom, and Thailand, as well as South Korea the home of Kpop.
A whopping 126 million Tweets related to 2020 MAMA were generated from October 29, when #MAMAVOTE for ‘Worldwide Fans’ Choice’ began, and continued to December 6th, the day of #2020MAMA event. 2020 MAMA was conducted as an online awards ceremony due to COVID-19, but when comparing to the previous 102 million Tweets for 2019 MAMA, the conversation on Twitter grew by 24% year over year. On the day of the event (December 6th, EST), 32.5 million tweets were generated in 24 hours.
The markets in the world where Twitter conversations related to 2020 MAMA were most actively generated were S.Korea, Indonesia, US, Philippines, Japan, Thailand, Argentina, Malaysia, Mexico and Brazil, thereby showcasing the worldwide popularity of K-pop.
Top 10 Markets by Tweet Volume for #2020MAMA
1. South Korea
3. United States of America
#2020MAMA became the first time that ‘Twitter Stanbot’ captured the looks and moments of Kpop artists from MAMA. The reaction to ‘2020 MAMA Twitter Stanbot’ showed it was a particularly hot topic, generating 20M views in 24 hours organically. ‘Twitter Stanbot’ created high quality, slow-motion cinematic videos of Kpop artists and Kdrama casts, capturing a side of them that many of their fans have never seen before. These exclusive ‘2020 MAMA Stanbot’ videos were viewable only on Twitter (@MnetMAMA), and highlight videos were shown via mnet TV during the live awards shows. Twitter also provided special emojis for hashtags #2020MAMA, #MAMAVOTE, #2020MAMA_Stanbot.
In addition to global #Kpop artists, #Kdrma superstars such as Song Joong-ki, Park Seo-joon (@BN_SJ2013), Yoo Yeon-seok (@Yeonseok411), Jeon Mi-do and more attended the 2020 MAMA as a host and presenters and made their spots shine.
The video of BTS’ acceptance speech for winning the grand prize in the “Worldwide Icon of the Year” category recorded 2.6 million views. It was the video with the highest number of views among all videos related to 2020 MAMA.
A variety of content such as videos of the performance stages were provided to the world in real time on Twitter. Twitter has been running the #2020MAMA Special Event Page to make it easier for fans to drive conversations about 2020 MAMA. K-pop fans from all around the world were able to use the page to check 2020 MAMA-related information in real time and show support for their favorite artists.
2020 MAMA (@MnetMAMA) posted making film and 'Fleets' with behind the scenes photos of Stanbot shooting to drive fans' excitement in a more creative way.
2020 MAMA boasted the best-ever lineup of K-pop artists loved by people all over the world such as BTS (@BTS_twt), GOT7 (@GOT7Official), TWICE(@JYPETWICE), NCT (@NCTsmtown), SEVENTEEN (@pledis_17), MAMAMOO (@RBW_MAMAMOO), MONSTA X (@OfficialMonstaX), DAY6 (@day6official), OH MY GIRL (@WM_OHMYGIRL), Stray Kids (@Stray_Kids), ATEEZ (@ATEEZofficial), TOMORROW X TOGETHER (@TXT_members), (G)I-DLE (@G_I_DLE), THE BOYZ (@Creker_THEBOYZ), IZ*ONE (@official_izone), CRAVITY (@CRAVITYstarship), TREASURE (@treasuremembers), Weeekly (@_Weeekly), ENHYPEN (@ENHYPEN_members), Jessi, TAEMIN (@SHINee), and #Kdrama actors and actresses such as Kang Han-Na, Go Bo-Gyeol, Gong Myoung, Kim Ji-Suk, Park Gyu-Young, Park Seo-Jun (@BN_SJ2013), Park Ha-Seon, Bae Jung-Nam, Byeon Woo-Seok, Song Joong-Ki, Yang Kyung-Won, Yoo Yeon-Seok (@Yeonseok411), Lee Do-Hyun, Lee Sang-Yeob, Lee Sun-Bin, Lee Yu-Bi, Lim Soo-Jung, Im Soo-Hyang, Jeon Mi-Do, Jung Kyung-Ho, Jung Moon-Sung, Joo Woo-Jae, Choi Soo-young (sychoiofficial), Hwang In-youp.