To use the excitement of our EMMYs red carpet and awards show event to reach a new crowd of younger TV fans within Snapchat's significant user base, via its unique platform that engages this audience with real-time content.
Snapchat's curation team assembled the Live Story from submitted content in real-time, starting on the afternoon of the EMMYs. They culled together the Live Story from over one thousand entries. The goal was to curate a digital experience that allowed Snapchat Live Story viewers to feel more like they themselves were attending the EMMYs.
Within that, our own snapping strategy was to make and share content that gives Snapchat users access to the EMMYs in a way that has never been done before. We assigned a few "insiders" to the task of creating great snap submissions for the Live Story curation team to consider. Some snaps focused on big celebrity names speaking off-the-cuff about the day, some showed an atmospheric take on what it's like to attend the awards, and some illustrated the innerworkings of the show itself.
– The 67th EMMYs Live Story received millions of unique views globally in its 24-hour lifespan
– Over one thousand snaps were submitted for Snapchat's curation team to pick from
– Snapchat pre-sold all ad spaces in the EMMYs Live Story to L'Oreal Paris
