-EE, the new hot and coming 4G network, was sponsoring British Academy Film
-For the first time in BAFTA history, EE let viewers enjoy 360º control of the red carpet through their facebook page.
Why I care: Because EE is cool! They have a more active social media presence than any other network and their marketing is simple and punchy. It is distinctive and that’s a quality I admire in brands.
Every time you see Kevin Bacon or see that emerald green – you know it’s #EE. I like that.
Did EE’s social media plan work? EE wanted to make a splash. Did it?
For me, the question is not about whether EE made a splash or not, for me it is how big of a splash did EE make. It’s interesting to see how other award ceremonies measure up in social media buzz generation. I’m not sure if that means these events are better but they seem to generate more conversation online. Unsurprisingly, MTV Video Music Awards was the most social awards ceremony in 2012 with 19.2 million daily activity interactions (Trendrr). This is followed by The Grammy Awards (17.1 million), The BET Awards ’12 (10.1 million), The 84th Annual Academy Awards (4.4 million) and 2012 Teen Choice Awards (2.4 million) and Emmys (1.6 million).
Mentions on the night
Baftas 5,584 vs. Grammys 6,437
Total number of mentions
Grammys 22,944 vs. Baftas 16,489
Most Talked about thing at BAFTAs: London, London weather, Jennifer Lawrence, Anne Hathaway.
Two major controversial moves EE made:
1- EE used sponsored twitter hashtag #EEBaftas versus #Baftas the natural choice and the one previously used.
2- EE live-tweeted the results before they were broadcast on BBC.
It’s evident the BAFTA’s did not generate as much buzz as GRAMMYs but perhaps that’s what is expected – the music industry is more social. I believe it was not unreasonable for EE to sponsor the usage of the #EEBaftas hashtag. And they had to tweet out the results as they happened as celebrities attending were going to anyway! There could have been more done to encourage a higher adoption of the hashtag. Does the #EEBafta set a new precedent for social media strategy for award sponsors? It probably does but it’s a baby step towards what we know is becoming a shared consciousness between tv, entertainment and twitter.
Before we part ways, let me leave you with this GIF style Vine!