In the last few years, television networks have worked towards including new media strategies in their productions, but this year’s Emmys might top them all. Partnering with the Television Academy and NBCUniversal Networks, NBC just announced the “most social experience ever” for the 66th Emmy Awards.
Participating brands are aiming to make these Awards the most interactive and social to date, which is little surprise after Ellen DeGeneres’s explosively viral selfie at the Oscars. Productions like Access Hollywood, E!, Today, and Seth Meyers’s Late Night have teamed up to create the most reach and garner the maximum benefit out of their combined social media profiles. For example, Meyers, who will host the Emmys, has tweeted exclusive content like rehearsal scenes over this past week via his @LateNightSeth Twitter handle.
Other brands like Twitter and Facebook have their own plans for the show. Twitter plans to debut a zipline camera that will feature red carpet and pre-show footage, and Parks and Recreation’s Retta will be the social media platform’s official live tweet correspondent, sharing insights and commentary with some well-placed jokes. The Facebook Mentions Box, a device allowing celebrities to answer questions from fans on the carpet, will also debut. Finally, the Today show plans to have a Vine 360 station, which will capture video to be published on the Today‘s social accounts.
Other initiatives will also be sharing the latest buzz and photos all night, so unless you’re living under a rock, there will be no way you can miss anything. You can watch the Emmys on Emmys.com, NBC.com, and Yahoo.com tonight, August 25, from 5-8 p.m. PST, 8-11 EST.