To make arresting, beautiful content from images of Emmy Awards shows of yesteryear, and current promotional images, as a fresh way to spread the word about FOX's EMMYs telecast to our social media fans, their friends, and the TV-loving public.
To bring unexpected vibrance to photos of EMMYs presenters and winners, in real-time, to catch the discerning eyes of television fans on Vine, Twitter, Instagram, and Facebook.
To celebrate the stars and the EMMYs in a beautiful new way.
Strategy
– Animate archival photos to reinforce the prestige of the Television Academy/EMMYs brand, to create cinemagraphs that elegantly promote the EMMYs telecast.
– Create cinemagraph GIFs, backstage at two Emmy Awards shows, that bring this year's Emmy Awards to life in a fresh way.
Implementation
– Select a dozen archival images that best represent Emmy Awards shows through history that can be animated with a simple, eye-catching movement
– Collaborate with Flixel to animate each archival image (as well as two images of host Andy Samberg) in an elegant way unique to each photo.
– With Flixel, plan photography and animation to be executed efficiently backstage on show nights, so we can share to our social media accounts as quickly as possible.
– For all photos taken (up to ~25 winners and presenters) on each show night, use a simple, consistent animation that commands TV fans' attention from among a sea of similarly themed content.
Key features
– Using subtle animation to shine new light on a prestigious brand, for social media fans old and new to appreciate
– Adding an unexpected element of movement to traditional still photographs both old and new
– Creating and sharing animations of a presenter/winner as soon as 15 minutes from the time the last photo of the subject was snapped
– Sharing campaign content exclusively to social channels – no other digital destinations
– Consistent animation idea throughout all winner/presenter cinemagraphs that links back to our series of archival Emmys-show cinemagraphs
Overall, on Facebook: Top 10 most-viewed posts have gotten an average of 54,215 views apiece
Overall, on Vine: Top 10 most-viewed posts have gotten an average of 72,411 loops apiece
Facebook stats, 9/19-9/22
(the 4 days surrounding the 9/19 Creative Arts Emmys and the 9/20 Emmys telecast)
– Top-performing cinemagraphs got up to 380 shares, engagement rates up to 11.68%, up to 150 comments, and up to 331k impressions.
– Among the 5 most-exposed cinemagraphs, average # of impressions was 309,285
– Among the 5 most-engaging cinemagraphs, avg engagement rate was 8.8%
– Among the 5 most-endorsed cinemagraphs, avg Shares = 206, avg Comments = 84, and avg Likes = 1,897.
Twitter stats, 9/19-9/22
(the 4 days surrounding the 9/19 Creative Arts Emmys and the 9/20 Emmys telecast)
– Our Flixel cinemagraphs averaged the highest total impressions of any media type that appeared on our Twitter account.
– Many of the tweets saw retweets from the celebrity tagged in the cinemagraph, which helped to amplify overall exposure.
– Cinemagraphs from the Emmys Creative Arts awards produced some of the highest engagement rates of any content posted during Emmys weekend. Despite not having the benefit of leveraging a viral trending topic or hashtag (compared to #Emmys), the tweets averaged an impressive 7.61% engagement rate.
