Massive Social Media Campaign Prepared for Prime-Time Emmys

UNIVERSAL CITY: NBC has teamed up with the Television Academy and NBCUniversal Networks to provide a robust social media presence for tonight’s 66th Emmy Awards, which is set to air live at 8 p.m.

The deal includes the participation of Access Hollywood, E! and the Today show, along with event host Seth Meyers and his Late Night team. The live social media interaction is scheduled to start on the red carpet, where Access Hollywood will use a special zip-line camera capturing footage to be featured in the preshow and on NBC’s Twitter account. Additionally, content from E!’s Glam Cam will be viewable online at Eonline.com and on air, with a Live from the Red Carpet live stream on Eonline featuring the hosts answering viewer questions submitted in real time via social. Parks and Recreation star Retta will also be acting as Twitter's official correspondent, posting comments during the red carpet and actual show.

Meanwhile, the Today show will set up a Vine 360 station, capturing video content that will be shown on the program’s social accounts. Facebook has partnered up with the official preshow and Access Hollywood, becoming the first broadcast partner to use the Facebook Mentions Box on the red carpet. Celebrities will stop by the red-carpet preshow and the host will click on their name. The talent then shakes a device and one of the pre-loaded questions for that particular person will appear, with the star taping a quick video response to the question for Access Hollywood’s Facebook page. That social media platform will also have a selfie station capturing photos that will be shared on NBC's official Facebook page.

Twitter will also partner with Yahoo! to bring their Signature Mirror to the carpet, tweeting celebrity pictures from the Yahoo TV handles. NBC’s social handles will be live tweeting and sharing exclusive photos of the winning moments, both during the show and backstage. In addition, there will be a Twitter GIF booth backstage for winners and presenters. Finally, this year’s Backstage LIVE! is slated to include real-time social media content and a Spanish-language translated director's cut, a first for the event.