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.