To celebrate the stars and the Emmy Awards in a beautiful new way. To make arresting, exciting portraits of Emmy Award winners and presenters in near real-time, as a fresh method to catch the discerning eyes of television fans and spread the word about ABC's Emmy Awards telecast to our existing social media connections, their friends, and the TV-loving public via Instagram and Facebook.
Strategy
Create fun and exciting Boomerang portraits of winners and presenters backstage at the EMMYs, to bring this year's awards to life in a new way.
Implementation
Plan backdrop and photography to be efficiently executed with Super A-Ok's array backstage on show night, so we could share to our Instagram and Facebook as quickly as possible.
Key features
– Using fascinating animation and dynamic, sometimes gravity-defying poses to shine new light on a prestigious brand, for social media fans old and new
– Adding an unexpected element of movement to traditional winner/presenter photo portraits
– Sharing campaign content exclusively to social channels – no other digital destinations
Top Facebook posts
Stranger Things cast – 6.9MM impressions, 4.8MM reach, 484k engagement
Shiri Appleby – 2.3 MM reach, 27.5k engagement
Regina King – 1.8MM reach, 82k engagement
Top Instagram posts
Stranger Things cast – 35k impressions, 32k reach, 2730 engagement
Game of Thrones – 23k impressions, 22k reach, 859 engagement
Mandy Moore – 133k impressions, 133k reach, 844 engagement
These portraits appeared in several stories via top online outlets like Entertainment Weekly, Refinery29, Vogue, etc.
EMMYs Social Performance
Instagram: 7.5MM people had 21MM interactions.
Facebook: 9MM people had 14MM interactions around the Emmys, up from 7MM people in 2015
