“Premios Juventud," Univision’s wildly popular youth awards show, offered viewers with unprecedented celebrity access, live Twitter voting and behind the scenes looks from start to finish through social media. The awards show galvanized the social voting movement by going beyond the standard hashtag polls or voting in advance of the show to offer the only true live Twitter voting experience. Nominees were picked during the show and fans decided in REALTIME who the winner was to be revealed LIVE on the telecast, creating the ultimate fan and viewer choice experience. The 10th Annual “Premios Juventud" Award Show, aired on July 18, 2013 featuring some of the most compelling social integrations to-date, including Google Glass and a Social Truth or Dare for celebrities. Social media integrations for “Premios Juventud" positioned the show and Univision as the No. 1 most social program and network on July 18, regardless of language, according to SocialGuide. Premios Juventud also had higher engagement than many English-language shows beating the Oscars, Billboard, the MTV Movie Awards and the Country Music Awards with 4.53 Tweets per unique according to SocialGuide. The “Noche de Estrellas" red carpet special and Premios Juventud garnered 1.5 million social interactions and, in fact, “Noche de Estrellas" was the most engaged red carpet show in 2013, regardless of language or network according to Trendrr. Additionally, 40 percent of all TV-related Tweets on July 18th were about Univision’s “Premios Juventud." #PremiosJuventud and #MejorVestido were also the top two TV-related hashtags across all TV programs for the day. The hashtags also trended worldwide throughout the broadcast. The @PremiosJuventud Twitter account was the top @mentioned TV program account on July 18, additionally it was mentioned more during the awards telecast than award accounts of The Grammys, The AMAs, Billboards, The Academy (Oscars), Golden Globes and Teen Choice (Teen Choice Girl). The “Premios Juventud" red carpet show had the highest engagement (Tweets per unique author) of any red carpet special in 2013, beating out the BET Awards, VMAs, Golden Globes and the Oscars. And according to Social Guide, there was higher engagement during the award show than the Billboard Awards, Oscars, People’s Choice Awards and Golden Globes. Social media integrations surrounding the 2013 “Premios Juventud" included: Social Truth or Dare Celebrity Q&A and Videos – During rehearsals, fans were able to send their “Truth or Dares" for their favorite celebrities using the hashtag #PJVerdadoReto. Select Truth or Dare questions were presented to celebrities during rehearsals across Twitter, Instagram and Vine. Social Voting – Fans were given the opportunity to vote for their Summer Song 2013 via PremiosJuventud.com and by using the hashtags #pjiloveit, #pjsiteagarro and #pjmycorazon on Twitter. All songs were performed during the telecast and the winner of the Summer Song 2013 was unveiled LIVE during the main show. The Summer Song 2013 also became the official theme song promoting Univision’s summer line-up in a six-week Univision/UniMás summer promotional campaign. Additionally, fans were asked to vote for “best dressed" celebrities, driving the fashion coverage of the show. Again, this served as the only true live Twitter voting experience where the “best dressed" were picked during the show and fans decided in REALTIME who the winner was. Fan-powered interviews – Fans could Tweet their questions to the stars during the “carpet" boardwalk arrivals by using the hashtag #PJPregunta. Chosen by the producers, the Tweets with questions were featured on-screen and asked to the respective celebrity by Espinoza and other carpet hosts during the broadcast. Additionally, Viewer and celebrity Twitter commentary was shown on-screen throughout the telecast. Fans could comment on the show itself and congratulate winners using the hashtag #PremiosJuventud. Behind-the-scenes Celebrity Access – Fans were treated to the experience of being an insider as Venezuelan pop duo, Chino y Nacho, were the evening’s celebrity insider team photodocumenting the “Premios Juventud" experience on Instagram and Facebook. Pitbull fans also “walked along with him" via Instagram. Additionally, for the first time, Univision implemented a Twitter Mirror on the boardwalk (red carpet) and backstage capturing stars’ playful portraits and winning moments for fans to immediately see. Battle of the Fan Clubs – Fans also had the opportunity to show their support for their favorite celebrity helping to make them the most mentioned on social media using their name and #PremiosJuventud on Twitter, Instagram and Facebook.
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