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For the first time in the history of the MTV Video Music Awards, MTV implemented Tweet Tracker, which was a feature that was made available on the official VMA website that tracked Twitter trends throughout the duration of the award show. According to MTV.com, the site traffic on the ever-popular micro blogging website tripled while the award show aired live on Sunday night in comparison to the site's average volume of tweets.
Reportedly, 1.3 million tweets were posted on Sunday night that related to the 2009 MTV Video Music Awards in the time period between the exact second that the award show began and the moment it came to an end. Remarkably, over two million tweets that were VMA-related had been posted by the following morning.
Spokeswoman for Twitter, Chloe Sladden, commented on the drastic increase in site traffic, stating, "The unique level of viewer engagement MTV was able to inspire during the VMAs was impressive. We think Twitter can be the way television becomes more interactive, and MTV is showing us the way."
This Twitter experiment proved to be an overwhelming success and Twitter users can be sure to expect future innovations such as the one that was introduced at the 2009 MTV VMA's.