Television’s best and brightest convened for the fifth annual Critics’ Choice TV Awards at the Beverly Hilton in Los Angeles.
For the event, client A&E Network introduced new ways for fans to interact, including allowing them to #TweetaDrink to celebs and vote for the “Most Binge-Worthy” Award for the first time. The new experiences build on the success of the Social Centerpeice™ – a custom technological innovation that debuted at the Critics’ Choice Movie Awards – to create the most socially engaging awards show for fans, talent and critics both in-venue and at home. 40 Social Centerpieces™ brought fans and celebrities together in-venue by allowing celebrities and critics to snap selfies, create vines and tweet from the @CriticsChoice handle.
In addition, through a new partnership with Tumblr, A&E Network aggregated and displayed fan art of nominated shows and attendees in a “Fan Art Red Carpet” wall, corresponding with celebrity arrivals. The digital display featured artwork from top series including Bates Motel, Vikings, Unbreakable Kimmy Schmidt, Orange is the New Black and Empire.
The “Most Binge-Worthy” show of the year – The Walking Dead – was announced live during the event. Fans were invited in the two weeks leading up to the show to vote on AE.com and Twitter for their favorite shows to binge watch.
The network’s #TweetADrink activation, which encouraged fans and talent to send a glass of champagne – or other alcoholic beverage – to their favorite nominees of the evening, was one of the most popular activations of the night.
One glass of champaign for Jessica Lange please, from me and Janet McTeer in the back… #tweetadrink
— Maggie Gyllenhaal (@mgyllenhaal) June 1, 2015
— Silicon Valley (@SiliconHBO) June 1, 2015
Read more about the event over in Digiday.
Author: Samantha Kimmel, Senior Account Manager, 360i