Getting backstage during award shows has traditionally been something only a few lucky individuals get to do. We at Britelite don’t think that should be the case, and of course we had to put our technology to work at this year’s American Music Awards, and bring the fans along for the ride. With Justin Bieber causing a stir in a Nirvana tee and red carpet only music performances, it was time for Britelite to jack up the backstage entertainment…
In conjunction with T Mobile, Twitter and Dick Clark Productions we provided an interactive social experience in The Magenta Room, located backstage of The American Music Awards. The Magenta room was responsible for linking the excited fans with the glamorous celebrities, fresh off stage, via a live Twitter feed experience.
With the help of the AMAs hashtag #amasunleashed a whopping 6.8 million tweets were sent, and that was just during the live broadcast! In all 24.4 million tweets were sent and connected the fans to the celebrities at the AMAs, compare that to roughly 11 million Americans watching the American Music Awards on ABC. That means the real show was on Twitter with fans tweeting their excitement and opinions to the world – and to the backstage twitter wall for celebrities to see.
This goes to show just how passionate Dick Clark productions is about the fans. Uniting people is the future of entertainment and makes fans and productions more relevant; “The return on investment is uniting people,” says Jeremy Lowe, dick clark productions’ Brand, Marketing and Digital Strategy coordinator.
Staying true to what Britelite does best, we provided the design, development and onsite event support… and sometimes high fives to Dick Clark productions during the AMAs. We are so happy to continue our partnerships with Dick Clark Productions and T Mobile in creating experiences that push the boundaries of integrating fans into interactive, live events.
Interested in seeing an example of one of our amazing live wall, the excitement it generates, and how it curates content directly from Instagram and Twitter? Check out this video we put together from various events.