Creating an Interactive Television Experience for Golden Globes Viewers
True to our mission of making television more social, we helped the Golden Globes create a uniquely interactive television experience for viewers this year. During the event, fans were able to ask celebrities questions in real-time by sending out a Tweet that included the hashtags #goldenglobes and #ask. This multiplatform experience across both the television and the web led to more viewer engagement and event awareness.
Using our social curation product, TweetRiver, we filtered through thousands of questions fans wanted to ask celebrities who were at the event. As celebrities came on stage after receiving their award, the “questions from their fans on Twitter” were the first questions asked of them. The celebrities’ answers were transcribed and written as Tweets that were distributed to everyone following the Golden Globes on Twitter.
The integration delivered powerful results that increased engagement and awareness. The @goldenglobes Twitter account grew by 100% from 18k followers to over 36k followers. In addition, the @goldenglobes account was the most retweeted account for the night, receiving over 13.6k retweets that provided approximately 18M potential impressions, according to TweetReach. In total, 127k Twitter users sent out 432k Tweets that provided 398M potential impressions.