The Hills Emoticlips
To help MTV promote the Season 2 DVD release of The Hills, we used the inherent drama of the show to create clips fans could send to their friends to relay their sentiments. Dubbed “EmotiClips,” we posted the videos on YouTube and Veoh for easy sharing and then alerted the fanblogs. Views grew steadily and then spiked when our PR efforts spurred E! Online and USMagazine.com to create feature stories about the clips.