How the #ARIAs achieved its most social year ever on @ChannelTen

Thursday, 27 November 2014

The #ARIAs made a triumphant and star-studded return to @ChannelTen last night. Thanks to some amazing and exclusive Twitter content created by @ARIA_Official, @ChannelTen, @Telstra and @Scoopla, Australian music’s night of nights was the most-Tweeted ARIA Awards ever according to @NielsenSocialAU Twitter TV Ratings (NTTR) data.

This year’s #ARIAs was the number one show on the NTTR last night with 128,000 Tweets sent during the @ChannelTen broadcast creating 3.3 million impressions across Twitter while the show was on-air, for an 81% share of all TV-related Tweets last night. The red carpet special was also huge on Twitter, generating 490,000 impressions.

How the #ARIAs achieved its most social year ever on @ChannelTen

Courtesy @ChannelTen

Based on internal Twitter metrics, this was a 600% increase in conversation year-on-year, testament to the variety of slick on-air integrations from @ChannelTen and @ARIA_official. These included promotion of the official #ARIAs hashtag, custom hashtags for special performances such as #5SOSARIAs and #1DARIAs, and on-air Tweets throughout the broadcast reflecting the huge conversation

To promote the #ARIAs broadcast, @ChannelTen utilised Twitter’s @SnappyTV to capture, edit and export video highlights to Twitter just seconds after they screened, including this one of @5SOS opening the show:

@ChannelTen also used @SnappyTV to cover the Red Carpet including #CarCam videos of the stars as they drove to the awards and GIFs of them arriving:

But the on-air activations only tell half the story with @ARIA_Official and @Telstra deeply integrating Twitter into the live event.

Jennie Sager, Music, Entertainment & Events Partnerships Manager at Twitter Australia said, “The success of the ARIAs proved the power of Twitter for live events, as fans were treated to red carpet and backstage access to the night’s biggest stars, including @5SOS, @KatyPerry, @DeltaGoodrem, and @GuySebastian.

“With a Vine 360 and a Twitter Mirror in prime position from the start of the red carpet until the last award, @ARIA_Official and @Telstra were able to capture tonnes of amazing content from the night. Our first ever “Tweejay”, @JaiWaetford, also reported live from the red carpet, asking artists fan questions from Twitter. For everyone who didn’t have a ticket to the ARIAs, Twitter helped bring them inside.”

ARIA CEO Dan Rosen said: “It was amazing to work with Twitter to make #ARIAs the Number 1 trending topic in Australia yesterday and counting. The 2014 ARIA Awards Connected By Telstra was the most tweeted event in ARIA history both here and overseas.”

@ARIA_Official promoted the official hashtag to all attendees by building a giant Twitter hashtag that sat on the red carpet:

By focusing the conversation around one hashtag it was the perfect place to aggregate all those great moments between the stars:

All the biggest stars including @KatyPerry, @5SOS and @DeltaGoodrem gave fans a 360 look at their Red Carpet Fashion on the #ARIAs Vine 360:

The #ARIAs official Tweejay @JaiWaetford tweeted out live updates of him interviewing the stars using the native Twitter video player:

During the show the @Scoopla @TwitterMirror got up-close-and personal to the stars including this shot from @KatyPerry:

Thanks to @Telstra’s #CrashTheARIAs “backstage pass” each winner jumped back on a Vine 360 to give the fans an up-close look at the trophies themselves:

And of course there was only one place the stars turned to thank the fans for their support, including:

Shout-outs from @onedirection

Gratitude from @5SOS (and in true fashion, they didn’t hold back!)

And a warning from @kaseychambers!