During 3 weeks, we engaged youngsters to live up to “#itstings” challenges, that they suggested themselves, against the hosts of their favorite Radio station: Fun Radio.

Those WTF challenges such as the 110M CACTUS HURDLES RACE, THE SPANKING WHEEL, THE LICKING WHEEL or THE STINGING SHOTS were broadcasted live on the radio and on YouTube. MTV brand and signature were fully integrated in those rendezvous, with even some of the channel’s presenters taking part in the challenges as judges. A radio support plan was also added to the media ecosystem.

With these #itstings challenges, we managed to sting 1 teenager out of 4, and thousands of them wanted to participate. We reached 18 million contacts and a +138% engagement leap on MTV’s social media.

With a number of youngsters using the “#çapique” multiplied by 4.6, MTV’s signature has become a new war cry for this generation.

And above all, a program slot dedicated to “#itstings” contents was specially created on MTV.

Once and for all, MTV proved that cool content works wonders with youngsters and that the more #itstings, the better it gets!