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Member Meeting 35New York5-20-2015

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A&E NetworkMorgan GrecoCritics’ Choice Awards social media case study

@MorganGreco Senior Director, Social Media & Fan Engagement

A&E, HISTORY, H2

A Critics’ Choice Award is seen as prestigious by Hollywood and the leading stars

THE OTHER ONE THE STARS

REALLY CARE ABOUT

THE MOST legitimate AWARDS

WIN THE NIGHT IN TWITTER TV buzz

•  Early Awareness

•  Social Engagement

•  Reach

Campaign tenants

EARLY AWARENESS

•  Custom graphics •  Nominations •  Countdown

•  Reddit AMA with critics

Early Awareness Tactics

Blogger Partnership

‣ Partnered with entertainment sites and blogs to do iPad giveaways in an effort to promote the show and the Social Centerpiece™

Mingling With Movie Stars

‣ Short, humorous video series featuring Michael Strahan giving tips on how to “mingle” with movie stars. Released across social media in promotion of awards.

SOCIAL ENGAGEMENT

•  Red carpet coverage •  Twitter mirror •  Social team on carpet

•  War Room •  Carpet & show •  Custom content

•  .gifs •  Fan response

•  Real-time clip distro •  YouTube •  Press

Social Engagement Tactics

Social Centerpiece™

‣ iPad Minis on 40 celebrity tables pre-loaded with specialized Twitter Mirror software ‣ Designed to get celebrities and critics interacting live with the audience at home over social media

Social Centerpiece™

Press Highlights

•  Critics’ & host kits •  Treated the critics as

ambassadors – trained them how to use the Social Centerpiece™ through scheduled phone calls and documents

•  Worked with Strahan to train him on Social Centerpiece™

Social Centerpiece™ Training

REACH

•  Pre-premiere paid •  Facebook, Twitter,

Reddit •  Real-time paid

•  Twitter amplification of best performing content

Paid Social

Maker Studios Live Viewing Party

‣ To complement the broadcast, during commercial breaks the stream cut to a Live Viewing Party at Maker Studios. ‣ The party featured Maker Talent who provided fashion and film commentary, comedy sketches and drove continuous conversation across social.

Sponsored Sweepstakes

‣ Convergent sweepstakes (linear & digital) with two in-show on-air calls to action directing fans to tweet #CCAsweeps for a chance to win instant prizing from Pizza Hut. 

Did It Work? 5.4MM Total Impressions

296,686 Total Engagements 5.40% Total Engagement Rate

Includes Paid + Organic •  Won Nielsen Twitter TV Ratings week 1.12, beating out competition from top social shows such as The

Bachelor •  Generated widespread earned media coverage with press picking up on the Social Centerpiece™ activation •  Highest rated cable ratings performance ever for the show

Looking Ahead Critics’ Choice TV Awards – May 31st

‣ PUSH OUT MORE CONTENT! ‣ Fans wanted and demanded more from us

‣ Train critics more efficiently ‣ YouTube training – visual representation of what we are doing

‣ War Room – not organized enough ‣ Give specific roles & flow chart of responsibilities for all

‣ Give fans a voice in the process: Fan art red carpet, Bingeworthy Award, Tweet a Drink

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CASE STUDIES

Member Meeting 35New York5-20-2015

Learn more about Member Meetingssocialmedia.org/meetings