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New York 2016

Case Study: Learn how the A&E social marketing team transformed the Critics’ Choice Awards into a one-of-a-kind convergent experience by tapping in to viewer emotions.

Modern day award shows extend far beyond the linear broadcast: red carpet fashion, quotable moments, and underdog victories are an established conversation driver among digital consumers. Following the social success of both 2015 Critics’ Choice Awards, A&E’s goal was to transform the 21st Annual Critics’ Choice Awards into a one-of-a-kind convergent experience, uniting fans of entertainment, talent, and critics as we celebrated the very best in entertainment. The aim was to strategically exceed any and all engagement garnered in 2015 through a clear and differentiated personality not found in other award shows.

Morgan Greco

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