There has been an increase in the use of GIFs in social media and MTV will award the best GIFs during the MTV Movie Awards on April 14th 2013. MTV considers GIFs a staple in MTVs strategy. A GIF artist and comedians from VH1’s Best Week Ever will team up to quickly create entertaining GIFs for impromptu categories such as Sexiest Lip Licking, Best Side Eye and Most Unexpected Stage Dive. The GIFs will appear on MTVs tumbler and Twitter account during the awards show. MTV often tests digital initiatives during the Movie Awards in order to see if they would work at its most important event, the Video Music Awards. Last year during the MTV Movie Awards, fans were allowed to vote using Twitter hashtags in the newest category, Best Hero. The success of the live social voting during the Movie Awards, led to the implementation of live social voting for a new category during the Video Music Awards a few months later. This is a great example of involving the audience through technology. This attracts more viewers and also invests them into the program.