Heien helped Swedka Vodka sponsor a VMA pre-show party Wednesday night at the Bryant Park Hotel.

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So where does that leave the VMA "Moon Man" in the race to the top?

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This Twitter tracker will be keeping tabs on which VMA moments are going off on Twitter.

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Walking away with more moonmen than she could carry Sunday evening, its clear VMA voters were gaga for the lady.

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The most obvious trend on the MTV VMA red carpet is white.

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"MTV's VMA show provides the opportunity to connect with young consumers across multiple platforms, " says Stuart Pierce, Chevrolet's director of advertising and sales promotion.

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Last year it went even bigger, including 10 million VMA tweets.

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Other marketers are just as happy to piggyback on the show's buzz--planning to spend big on ancillary activities that draw from the lengthy list of VMA talent.

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"There's no other awards show that has as large or as concentrated an audience of 12- to 34-year-olds as the VMA's, " says Jon Swallen, TNS's director of research.

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But MTV created this Social Media platform for the same reason it created the possibility of unscripted VMA moments: not to entirely harness the event, but to maximize benefit from the unexpected.

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The VMA incident cost Kanye money making deals.

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