On Monday, millions of people will watch the 66th Primetime Emmy Awards on NBC. The spectacle is not just for the television giants, however. Throughout the night, you will see a variety of activities, photo-opportunities, and special content thanks to Facebook and Twitter. Along with Access Hollywood, Facebook will debut an interactive “Facebook Mentions Box” for celebrities to answer questions and snap star-studded selfies on the red carpet.
Most awards show on-carpet activations from Facebook and Twitter are photo-based, such as the Twitter Mirror at the Grammy Awards, and Vine’s GIF Fashion Booth at the Golden Globes. The “Facebook Mentions Box” is rather new, and packs a variety of content opportunities into a small package. Fans can watch the videos of their favorite celebrities merely seconds after they answer a question. The questions are submitted from fans, so we will hopefully learn more than just fancy dress names and expensive pocket squares.
Twitter is not backing down though. The social network poster-child of awards shows will introduce their Twitter Zip-Line Feed at the Emmy Awards on Monday night. Video footage from the zipline will be posted on NBC’s Twitter account in addition to Access Hollywood programming. Twitter also snatched up Marietta Sirleaf (Retta from “Parks and Recreation”) to serve as an official live-tweet correspondent throughout the night.
Twitter is definitely on top when it comes to celebrities, live-events, and awards shows, but this upcoming push from Facebook might cause a minor ripple if successful. Prepare yourself for a night of celebrity fun, brands attempting to enter the mix, and exclusive content on Facebook, Twitter, Instagram, and Vine.