RED-CARPET EVENTS ARE A SOURCE OF INSPIRATION FOR US AS THEY HAVE AMAZING PHOTO EXPERIENCES. IF IT’S GOOD ENOUGH FOR J-LO!
Award-season has come and gone and once again the appetite for behind the scenes content was huge. The big-name award ceremonies pull in viewers from entertainment, celebrity, fashion, art and culture and even politics and let’s face it, as we are never likely to get invited to such a party, it leaves us yearning for more. However, savvy brand owners are ahead of the curve producing ever more proliferated content showing Access All Areas, red-carpet looks, behind the scenes and short-form vignettes to really capture and engage users attention.
We’ve rounded up the best content for you to peruse…
Golden Globes
Hold the phone, the elevator is back! We had to make some popcorn and clear an hour in our calendars to watch the fabulous elevator videos created by photographer Douglas Friedman. The Golden Globes kicked off the 2018 awards season on the 7th of January and stars did not take themselves too seriously to capture some fantastic videos at the InStyle and Warner Brothers after-party at the Beverly Hilton. This captured a lighter moment in an evening awash with black as Hollywood got on board with the #metoo movement, showing support by dressing in black and bringing activists from a number of different industries along as their guests to walk the red carpets and shine a light on to a subject left too long in the dark.
Highlights included Laverne Cox with a hoover, Allison Janney celebrating her best-supporting actress win for I, Tonya and of course some impressive dance skills put on display by the cast of Stranger Things. The Instagram views rolled in, with Lea Michele’s bend and snap bringing in 5.9million views.
SAG awards
The SAG awards were up next in mid-January. The post-show Gala was hosted for the 22nd year by People magazine and the Entertainment Industry Foundation and the theme of ‘reflection’ was mirrored throughout the venue. Stars could step into the TNT photobooth, inspired by the network’s new show ‘The Alienist’ which was due to premiere the next night. The booth was also influenced by Yayoi Kusama’s Infinity rooms at the broad museum, surely the most desirable Instagram backdrop of 2017. We love the tonal colours that the chandeliers create and the glimpses of reflections throughout the mirrored surroundings.
BAFTAs
With Instagram announcing this week that it is bringing shopping to 8 new countries after its trial period in the US, consumers are treated to a very accessible “see it-buy it” experience. The purchase, at first sight, was put to the test by EE at this year’s BAFTAs, held on the 18th of February at the Royal Albert Hall.
EE utilised the Google Pixel 2 to create a rig that would snap stars on the red carpet from 12 different angles, creating a 3D effect as the images displayed as a rotating GIF. Using software with image recognition an array of similar outfits were displayed at affordable prices so that viewers could swipe up on the EE Instagram stories and shop the look, in real-time as the red carpet footage continued live on their screens.
EE announced that over 20,000 users shopped affordable versions of the red carpet outfits and that Jennifer Lawrence’s Dior gown received the most amount of attention.
Academy Awards
Mark Seliger let a little light in for his 5th year of Oscar portraits. Taken at the Vanity Fair party, he captured nominees, winners and academy award guests in the Instagram portrait studio.
The lightness was a departure from his previous years and as the worlds biggest stars gazed out of the windows you can’t help but wonder, what’s next?
“Our goal is to make sure fans are having a really full, immersive experience leading up to, during and after the Oscars,” said Karin Gilford, senior vice president of Digital Media at Walt Disney’s ABC network.
The show was aired on ABC as well as live-streamed on ABC.com and the ABC app. The red carpet and back-stage was live-streamed on Facebook and also on Instagram stories. Add to this the YouTube live videos and after-party content by InStyle and Vanity Fair and it’s easy to see there’s no shortage of desire for easy-to-consume content.
If you are looking for user-generated content from your campaign get in touch with [email protected]
