Best Brand on Twitter← Go back to category
Team members: E! Digital Team - KATIE.MOECKEL@NBCUNI.COM
About this entry
E! exemplifies a new commitment to pop culture news through its twitter pages, E! Online, E! News, and E! News Now. E! fans want their entertainment and celebrity news 24/7 – whenever and wherever…. as soon as it happens. They are pop culture addicts. With E!’s Twitter accounts, users can get the latest and greatest content about their favorite celebrities or pop-culture topics, including television, movies, and fashion. Utilizing Twitter, E! Online has broken hundreds of exclusives this year and is widely credited across the news marketplace for their exclusive details and quick reporting. The feeds are updated around the clock, allowing for the extensive coverage. The network’s E! News twitter feed offer up-to-the minute breaking news articles, exclusive photos, quick streaming videos that extend coverage beyond what is seen on E!’s linear broadcasts, and allow fans to engage on a deeper level. The E! News Now Twitter feed features a series of short news clips hosted by E! News correspondents in the E! newsroom. The content is released throughout the day and allows the viewers to access breaking news stories even when E! News is not on the air. With the constant influx of new and current content, along with the pages’ sleek presentation, the E! brand on Twitter continues to represent the best, most trusted source for entertainment news and information around the globe.
E!’s Twitter presence also includes the feed for E!’s popular daily web show, Live From E!. Airing every weekday morning, the show is a roundtable discussion of the latest celebrity news and gossip, and offers a fun and informed take on what’s trending. Live From E! features analysis of the news and includes the latest video clips and photos along with showcasing celebrity guests. Live From E! contains social elements including a Fan Chat Module that allows viewers to tweet during the show by using #livefromE! This platform allows for viewers to voice their opinions and interact with the hosts in real-time.
E!’s Live From the Red Carpet digital properties are the ultimate destination for complete red carpet coverage that enable fans to enjoy an immersive red carpet experience. Enhancements were made to E!’s signature Live from the Red Carpet coverage leveraging Twitter to more deeply engage with fans. Simultaneously, the Live From The Red Carpet section on Eonline covers major events from the Oscars to the Emmy’s and is designed to give fans an insider’s view of arrivals, exclusive interviews, fabulous fashion and more. One of the key interactive features of the Live From the Red Carpet section on Eonline is an exclusive second screen live stream that airs in tandem with Live From the Red Carpet on air. The unique web show features exclusive feeds from E!’s cameras along the red carpet, hosted live segments, real time Twitter trends and Facebook sentiment polling results. Through live tweeting during awards shows and E!’s newly designed, Heat Gauge, E! continues to have tremendous digital/social reach with its passionate, engaged fans.
The case for why this entry should win a Shorty
E! is the top destination for all things pop culture, and E! is dedicated to making their content available on all digital platforms anytime and anywhere. E!’s presence on Twitter makes it easier than ever for pop culture fans to access the entertainment headlines, photos and videos they can’t live without. The brand taps into what’s hot on Twitter and brings the fans into the conversation.
E! brings a pop of culture to Twitter with #eonlinechat, the first ever weekly pop culture tweetchat. #eonlinechat allows other pop culture obsessed users the ability to interact with 6 million of your closest friends. @eonline and @enews are the official co-hosts for the weekly hour-long conversation about what's hot. From award shows to style trends, OMG TV moments to throwback trivia, E! is chatting about it on Twitter…and encouraging users to join in! Plus, a famous guest occasionally pops in on the conversation. Each Wednesday, E! announces the topic for users to submit questions and ideas for discussion during the #eonlinechat, and at 4 p.m. EST E! kicks off for an hour of pop culture conversation. To join, users simply need a Twitter account and to follow the #eonlinechat tag. We tweet out questions and users tweet back their answers. Another exciting part of #eonlinechat is that the spotlight is on the user – it is their time to shine! We retweet the best answers, ask followers’ their thoughts, and dish on the latest in Hollywood! Plus, one lucky #eonlinechat participant wins a prize given out each week.
E!’s Live from the Red Carpet has become the world’s go-to source for all the glamour and excitement of the red carpet. With Heat Gauge, the network’s popular social media tool that allows people to see who is trending in the world of Twitter, both on air and on the companion livestream, Eonline covers all things red carpet. The Heat Gauge is an online module that tracks which celebrities are trending on the red carpet. The more tweets a celebrity receives, the bigger their picture appears on the heat tracker. Users can tweet directly from the visualization module on Eonline and view the latest tweet about each celebrity by clicking on their picture. Heat Gauge is integrated online, on-air and on mobile. On Eonline users can view the latest from the home page or click in to the Heat Gauge landing page in the Live From the Red Carpet section to see what celebrities were trending on Twitter. Heat Gauge also lives online during the event, capturing all of the social buzz surrounding the event. Heat Gauge reveals who/what is trending on Twitter in real time. The module is promoted on E! News prior to each major event, calling users to use the #eredcarpet hashtag in order to make sure their tweets are featured in the visualization. The feature is also mentioned on air during the Countdown to the Red Carpet and Live From the Red Carpet shows for each major red carpet event. Heat Gauge extends the popular Live From the Red Carpet brand to a new platform, social, and drives interactivity with fans throughout red carpet season. The feature keeps users updated on the conversation surrounding each event, and allows E! audiences to share who they think is hot on the red carpet. Heat Gauge brings one of entertainment’s most iconic brands to consumers everywhere, beyond their living rooms. Heat Gauge adds to the unique, immersive social experience for E!’s audience, taking them behind the velvet rope at Hollywood’s biggest events and beyond.
E! continues to be a top ranked multiplatform powerhouse. E! has the largest social footprint of any entertainment news brand and top entertainment news shows with almost 31 million likes/followers (excluding E! talent). @eonline is in the Top 20 most followed brands on Twitter with approximately 6M followers, and E! has over 12M followers on Twitter across accounts. @eonline is the #1 most influential brand on Twitter with a #1 Klout score against cable entertainment sites and dedicated entertainment news sites, and tying for #1 overall network with @espn and @cnn. 2013 delivered a record breaking core awards season for E! Digital – based on 4 core days around the Golden Globes, SAG Awards, Grammys Awards and the Oscars. Live from the Red Carpet specifically drew 70 million page views in its dedicated section on Eonline and on the mobile application. E!’s digital coverage of the 2013 Oscar was the best awards show performance ever, with strong double digit growth from the prior year across most key metrics (25.5MM total digital page views, up +49% YOY with record highs from both Eonline, Eonline mobile web and app). With the incorporation of Twitter via the Heat Gauge and live tweeting, “Live from the Red Carpet: The 2013 Academy Awards” averaged nearly 3.7 million Total Viewers and 1.9 million Adults 18-49, making it the most-watched Academy Awards LRC in the network’s history. It was also E!’s most watched LRC: Academy Awards among A18-49 in 11 years. E!’s Live from the Red Carpet Digital Properties were recently recognized as a Cynopsis Digital Model D Award winner in the Social TV Service category.
On Twitter the E! brand is the premiere destination for up-to-the-minute entertainment stories and celebrity inside information presented in a fun, irreverent tone. Users appreciate that the content is constantly refreshed and it’s an easy, enjoyable way to keep up with what’s going on in the entertainment world. E!’s Twitter feeds present content in a way that starts conversations with our audience – focusing on relationships, not followers. Through Twitter, E! actively interacts with users. In the entertainment news space, we have the most entertaining and engaging relationship with our audience. From including users in the conversation to experiencing pop culture moments together through livetweets and hashtag call-and-responses, we simply have the most fun…and so do our followers.