Social Media Campaign

Talk about being ahead of the curve. In this case, Univision has done it with glass, by incorporating Google Glass into its fan experience for the 10^th annual “Premios Juventud” award show, a celebration of young Hispanic American stars. With the help of Mashable’s associate entertainment editor Brian Hernandez, viewers virtually walked the carpet—er, the boardwalk—via the technology. Other elements of the campaign: Fans tweeted about the best-dressed stars during a “Noche de Estrellas” special, where in real-time one winner was chosen and revealed live on the telecast. There was a social media lounge, a “Twitter Mirror” with photos of stars, a summer song voting contest, Instagram integrations and a social Truth or Dare sent by fans to their favorite celebrities.

 

During two of the biggest shopping days of the year, passersbys in New York City got to record a 15-second newscast a la Ron Burgundy—at the official desk, no less—surrounding the release of the film Anchorman 2.

 

To raise awareness that MSG airs New York Knicks playoff games, the net got fans, celebrities and players to tweet, post photos and make videos about why they watch MSG.

 

The MSO created a social hub for its Time Warner Cable Studios events leading up to the Super Bowl, which included sweepstakes, a schedule of activities and celebrity appearances, photos capturing the experience and an opportunity to sign up for tickets.

 

Seeking to make TBS the place to be during postseason baseball, the net created polls, clips and memes around on-air segments, as well as Twitter takeovers and in-game hashtags.

 

With Turner’s Pick the Hole Challenge, fans were able to engage with the sport of golf in a whole new way. Through voting on multiple platforms, fans influence the placement of the hole position for the 15^th hole of the course in competition.

 

Elements like live streaming on mobile, Xbox and tablets, an interactive press conference, an online pre- and post-show and a Hide and Tweet contest to uncover free tickets to shows are just a few of this campaign’s strong points.