Aug 13, 2018
The creative digital and social campaigns inspired to increase engagement.
Televised award shows are no longer a purely linear TV attraction. As viewers have become increasingly tied to their smartphones, producers of live tentpoles have found new and interesting ways to create second-screen experiences that translate the excitement of the small screen to other channels and platforms—before, during, and after the shows.
Integrated campaigns, fueled by innovative technology and social media, promote the programs as well as a feed a connection with fans that exists beyond the TV screen. Consider something as unanticipated as the 2017 Academy Awards, when the Best Picture flub generated over 635,000 social engagements moments after it happened—proving that when live TV moments happen, people want to be part of the cultural conversation.
The pre-planned moments and campaigns have also created new ways for brands to be a part of the conversation. Whether it’s Walmart’s multi-year sponsorship of a filmmaking program tied to the Oscars or Taco Bell’s sponsorship of VMA voting tools, brands can be part of on-screen experiences in ways that extend beyond traditional commercial pods, even using new formats like Twitter’s Conversational Ads and Facebook’s Canvas Ads.
In honor of the upcoming MTV VMAs, we’ve rounded up a few of history’s most interesting and innovative integrated award show moments, from Leonardo DiCaprio accepting his Oscar on Snapchat to Madonna’s hologram appearing at the Grammys more than a decade ago.