As the network hosting the 67th Primetime Emmy Awards, our objective was to break through the clutter of conversation that typically occurs on Twitter during live, televised events by creating a series of high-quality, flashy and polished pieces of creative with the sole purpose of celebrating the 2015 Emmys winners via the @FOXTV Twitter handle.
Strategy:
Throughout the broadcast, Emmys talent was photographed and three versions of highly stylized cinemagraphs were created. The animated assets were delivered and Tweeted from the @FOXTV Twitter account - in almost real-time - to spotlight stars in the moments just after their wins and pull out memorable speech quotes as well.
Implementation:
FOX & Twitter brainstormed & solidified the creative options; STN Digital executed design.
FOX coordinated logistics with the Television Academy for access & execution at the event.
As Emmys winners were escorted through the Media area, FOX and Twitter representatives ushered talent in for a series of photos.
STN Digital snapped photos that were then immediately uploaded to a graphic designer on location.
STN Digital Designer overlaid talent photos on to animated GIF of one of three backgrounds.
Cinemagraph options included:
--Straight on photo + gold, shimmering GIF'd background
--Seated photo with camera + flash GIF'd background
--Seated profile photo + animated GIF'd quote
Final cinemagraphs were delivered to FOX representatives who then crafted copy & Tweeted assets from @FOXTV.
Throughout the broadcast, 14 total cinemagraphs were published to the @FOXTV Twitter account. Those 14 tweeted generated:
--700,000 organic impressions - Over 21% of the total organic impressions for all Tweets published from @FOXTV that evening
--10,500 total engagements
--An average engagement rate of 1.4%
