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THE 14TH ANNUAL SHORTY AWARDS

The Shorty Awards honor the best of social media and digital. View this season's finalists!

Oscars Virtual Watch Party | Powered by Facebook Messenger Rooms

Winner in Facebook Messenger

Finalist in Facebook Partnership

Audience Honor in Facebook Messenger

Entered in Entertainment, Multi-Platform Partnership, Integration with Live Television, Live Event Coverage, Online Event/Activation

Objective

The Academy of Motion Picture Arts and Sciences invited their global social audience to the very first Oscars Virtual Watch Party hosted by Benito Skinner, Mary Beth Barone, Terrell Grice and Boman Martinez-Reid - powered by Messenger Rooms (Facebook).

At the 93rd Oscars (2021), they had exclusive access to interviews with the Oscar-winners and live chatted their questions on platform for a chance to hear directly from the artists they love, including: H.E.R., Yuh-Jung Youn, Trent Reznor, Atticus Ross, Jon Batiste and many more Oscar winners throughout the night.

Strategy

The Academy identified creators & influencers to promote the event hosted on Facebook Messenger Rooms - in an effort to allow viewers a second screen social media experience while simultaneously watching the live 93rd Oscars broadcast. The entire production was planned and executed virtually and in various remote locations due to the Covid-19 landscape.

Results

The Oscars was the first Award show to utilize Facebook Messenger Rooms during a live broadcast, which resulted in 3M organic impressions and received over 375k organic views.

Media

Video for Oscars Virtual Watch Party | Powered by Facebook Messenger Rooms

Entrant Company / Organization Name

Academy of Motion Picture Arts and Sciences (Oscars)

Link

Entry Credits