Even though the Emmys typically have the lowest ratings among the big four awards show, it is still a live-viewing-required “TV event” that brands and advertisers crave. And this year, instead of being content with mere celebrity tweets and updates, three major social media sites jumped in on the fun to bring an integrated experience to the show.
On the red carpet, Facebook used a comically large tablet, dubbed the “Mentions Box”, to let celebrities take questions from Facebook users and record their answers on it. The reply videos were then posted on the Emmy’s Facebook page. Meanwhile, a Twitter-branded zip-line camera swooped over the red carpet and pre-show, with the footage beamed to NBC’s Twitter account. Additionally, a Pinterest page set up by NBC was updated in real time with related content, with a lower third caption occasionally shown throughout the telecast—the first time Pinterest has been integrated into a major awards ceremony. Clearly, these platforms are trying to create an engaging “second screen” experience for viewers.
The newest Emmy nomination list is out, and following last year’s breakthrough success, Netflix is winning even bigger this year, with a total of 31 nominations compared to last year’s 14. Besides various expected nods for its acclaimed series House of Cards and Orange is the New Black, it also scored a surprise nomination for Ricky Gervais for Lead Actor in its new original comedy series Derek. Overall, premium cable company HBO still dominating the field with most number of nominations. But Netflix’s consecutive success in winning critical acclaims nicely echoes their recent “TV is getting better” native ad, signaling the continuous rise of the OTT content providers in the market.
The Emmys came and went Sunday with a bit more bang, sex appeal, and just plan show biz than previous years.Â There were no long political speeches or streaking or as Ken Howard stated, “[interruptions] by a congressman or a rapper” (my favorite line of the night).
What was evident this year was the presence of multi-channel plays to support the main broadcast in a way that encouraged community rather than just showing a display of new media savvy ( a current disease among broadcast shows â€“gotta haveÂ a blog, a Twitter stream, a something-to-be-coolâ€¦with no strategy behind it).
Kyte, a mobile video service streamed live from the red carpet with Facebook and Twitter integration.Â CBS, who had the broadcast rights, Â allowed users to send in comments or vote in polling questions. E! Online also implemented some Facebook and Twitter integrations.Â Continue reading “At the Emmys: Fear and praise of new media”