Sunday's Video Music Awards became an interactive experience unlike any before it as fans took to Twitter and sent approximately 2.3 million tweets during the East and West Coast runs of the show. Not surprisingly, the woman who swept the awards show was the most talked-about celebrity on Twitter: Lady Gaga was the subject of more than 9,200 tweets per minute, which was more than half of the total tweets being sent about all of the artists being tracked by MTV's Twitter Tracker.
The largest measure of success for MTV Mobile's Senior Vice President Michael Scogin was the real-time integration of Twitter into the main show, which is something that other awards shows have tried but have not been able to capitalize on as successfully. Because of the resounding success of the Twitter Tracker, Scogin expects that other programs will look to MTV in the future to set the standard for integration between live awards shows and social networking.
"MTV knows how to create an immersive pop culture spectacle, and Twitter is the best way to see how the world responds moment by moment," Chloe Sladden, director of media partnership at Twitter, said. "MTV's bleeding-edge integration fused the story of the audience's real-time excitement into the story of the VMAs itself."
This year's show also saw a significant increase in the tweet volume of last year's VMAs, which is impressive considering Sunday's show didn't have as controversial a surprise moment as Kanye West's interruption of Taylor Swift's acceptance speech last year. The show also marked a big increase from when the Twitter Tracker was used at the MTV Movie Awards earlier this year. There, the most discussed moment of the night — Tom Cruise and Jennifer Lopez's dance onstage — only clocked in at 1,800 tweets per minute.
Overall, the artists tracked generated an average of 15,000 tweets per minute. Following Lady Gaga in popularity were Cher with an average 7,100 tweets per minute, Eminem with 5,000 tweets per minute, and Rihanna with 4,700 tweets per minute. Rounding out the top 10 were Ke$ha, Paramore, Taylor Swift and Kanye West.
Even more impressive than audiences simply tweeting about the VMAs on Twitter were the additional interactive elements implemented during the show. Gabi Gregg, MTV's first-ever Twitter Jockey, asked Twitter users during the pre-show to start a trending topic, #ifbiebermetgaga, which immediately jumped in popularity and ended up being one of the top 10 U.S. trending topics of the night.
The Moonmen have all been handed out and the stars have gone home, but there's plenty of 2010 MTV Video Music Awards news, interviews, behind-the-scenes scoop, party reports and more still to come, so keep it locked on MTVNews.com.