To help create buzz around the launch of her new album, MDNA, Madonna partnered with Mass Relevance to power a Live Q&A on Twitter. The Mass Relevance platform's ability to visualize a Q&A in an intuitive way coupled with its advanced filtering capability made it the perfect platform for this event and allowed Madonna to easily select the questions she was going to answer. The Q&A gave fans and celebrities the chance to ask “The Material Girl” questions about any topic they wanted. Many notable celebrities joined in on the conversation from Katy Perry, to Britney Spears, to Lionel Richie, just to name a few. She had so much success with the first Q&A that she decided to do it again after the launch.
The two Q&A sessions lasted roughly 1.5 hours each and garnered roughly 180,000 approved questions of which Madonna answered close to 200. The Mass Relevance platform handled incredible volume – curating over 1,400 Tweets per minute at the peak.