21st Annual Critics' Choice Awards →
When our client A&E acquired the rights to The Critics’ Choice Awards they asked us to help drive buzz and viewership for the award show.
What we delivered was an integrated social approach with tactics that allowed fans to get an inside look and the show as well as unique opportunities to interact with their favorite stars.
A&E was thrilled by the response from fans, viewers, and particularly this quote from Vulture:
"Watch out, Hollywood Foreign Press. The Golden Globes may no longer be Hollywood's drunkest award show."
IN FIVE HOURS // 119,000 tweets, 17,000 drinks sent, 355,000 engagements, and the second most trending topic on Twitter behind the Democratic debate.
#TWEETADRINK
Fans could #TweetADrink directly to any celebrity they pleased. The celeb would receive a cocktail in real time and have the opportunity to tweet back to the fan with a photo.
Fan Art Red Carpet
As stars arrived, they posed in front of a step-and-repeat composed of fan-made art submitted though Tumblr.
The Social Centerpiece™
When the stars sat down, they found iPads at their tables, allowing them to post selfies and tweet directly to fans through @CriticsChoice (we call it The Social Centerpiece™).
Live Tweeting
On top of all this, we also tweeted the award winners in real time.
