E!Online wanted to drive engagement and buzz for its Live from the Red Carpet coverage of the 2012 awards season - including the Golden Globes, SAG Awards, GRAMMYs and the Oscars.
E! partnered with Mass Relevance to implement what E! branded "The Heat Gauge" - an online module that tracked the celebrities who were trending on the red carpet. The more Tweets a celebrity had the bigger his or her picture got on the heat tracker. Audiences could also Tweet directly from the visualization and view the last Tweet about the celebrity by clicking on the appropriate picture. The visualization was integrated on-air and on the E! website.