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These days, it's not the broadcasters that are in control of what you see at televised events but the advocates of Snapchat. Thanks to social media and the rise of the second (or more) screen, viewers can now get up-close and personal and live the experience in more ways than ever.
Perhaps partly thanks to the President Elect and Meryl Streep, social media played a huge part in the 2017 Golden Globes. With guests and remote viewers alike Tweeting, Instagramming, Snapchatting and Facebooking just about every detail from the red carpet to backstage, everyone - everywhere could be part of the event. Naturally, the Internet buzzed loudly in response to millions engaging in real-time with the evening's proceedings.
Through The Lens
Perhaps one of the most interesting social implementations of the night were the Snapchat Spectacles worn by L'Oreal's celebrity makeup artist, Sir John, and other L'Oreal brand ambassadors. This gave the cosmetics giant's Snapchat followers a completely new and unique way to follow the event. Quite literally as if they were there themselves.
The snazzy $150 mirrored sunglasses contain one of the world's smallest wireless video cameras and can capture a whole day's worth of snaps on a single charge. The Snapchat Spectacles capture circular video which plays full screen on any device, in any orientation, and captures the human perspective with an impressive 115 degree field of view.
Knowing Your Audience
Spectacles aside, what we found really interesting was that despite officially branded Golden Globes accounts on Instagram, Snapchat, Facebook and Pinterest, Twitter was very much social network de jour. No noticeable effort was made to promote the other networks during the live event.
Thanks to a deal between Twitter and Dick Clark Productions, the event organiser, the red carpet was streamed live via the Twitter platform and Twitter was pushed to viewers as the go-to place for interacting with the event online. Given that the event has accounts on Instagram, Snapchat, Facebook and Pinterest, maybe the deal also prevented mention of these platforms.
With photo and video becoming more and more pervasive on social media, it seems obvious that event organisers should make use of this. It looks like the organisers of the Golden Globes were either gagged or simply missed the memo.
New innovations in social media present not only new ways to interact with live events but can also bring exciting sponsorship possibilities. Working with brands to enable social media users allows for sponsorship to go beyond simple advertising.
Along with having a social presence at the event itself, brands can sponsor live streams, Snapchat filters, channel takeovers, event apps and get involved in more ways than ever.
Social media is very much part of the fabric of the world these days and presents event professionals with lots of exciting opportunities. Social can give publicity a boost as well as present sponsorship opportunities and although you can't tell your audience what to say on social media, or where to say it, you can help get the right message out there by giving them a helping hand.