Tonight is the 66th Annual Emmy Awards on TV, but that won’t be the only place to enjoy the red carpet. TV networks are using both Facebook and Twitter to get in on the celebrity action by setting up platform specific gimmicks to bring in the likes and retweets.
The Facebook Mentions Box
Billy Bush, the Access Hollywood host who will be manning the red carpet, will carry a large Facebook-branded tablet that he will hand to celebrities. The celebrities will then shake the tablet, like a Magic 8-Ball, and receive a question to answer on the spot, which will be recorded and posted to Facebook. Fans have been able to submit questions on the Access Hollywood Facebook Page.
A Twitter zip-line camera will be set up over the red carpet and will stream live to NBC’s Twitter account.
— Parks and Recreation (@parksandrecnbc) August 24, 2014
Twitter GIF Booth
This is a booth designed for Emmy winners and presenters to be turned into GIFs.
Vine 360 Station
Set up to capture video content that will publish on the Today Show‘s social platforms.
— TODAY (@TODAYshow) August 25, 2014
E! will be posting behind-the-scenes action on Instagram.
The networks and celebrities both want to capitalize on Facebook’s 800+ million users a day and Twitter’s 271 million monthly active users. They want to bring users to their social media platforms, in real time, during the Emmys. And it’s a smart strategy. Last year, data from Social Guide confirmed that the 2013 Emmys was the most social program on TV, with 924,667 tweets in the United States, up 48% from 2012.
The Emmys is a brand, and it’s definitely social savvy. Today’s successful and fan-favorite brands need to be plugged in to the social game, or they will be missing out on a major opportunity to tap into the masses, get real-time feedback and engage with their fan base.
— NBC (@nbc) August 25, 2014