MTV is betting Twitter hasn't exhausted a fervor for Miley Cyrus yet.
After the singer's provocative performance at the Video Music Awards had Twitter in a tizzy, MTV is leveraging the star's social presence to drive more people to its MTV app.
After broadcasting a 60-minute documentary about Cyrus Wednesday night, MTV said it would release two clips from an extended 90-minute version of the film "Miley: The Movement" ahead of its slated airtime Sunday -- provided enough fans tweet the hashtag #UnlockMiley.
The catch is that the clips will only be available through the MTV app for iPhone and iPad.
It's the first time MTV is deploying a "flock to unlock" approach to stoke mobile usage of its MTV app, which first rolled out to iOS in June.
Colin Helms, senior vice president of connected content at MTV, said the network viewed the "flock to unlock" idea as similar to a modern-day "applause-o-meter." And using its app to release exclusive content or premiere new content altogether is something MTV plans to do more, he said.
A couple hours after the original Cyrus doc aired on the East Coast, tweeting fans were 2 percent of the way toward unlocking the first clip. Brings back memories of trying to download iOS 7.