While Emmy viewers were stoked for Jon Hamm and gushing over emotional acceptance speeches, some brands were taking over the social conversation as well during last night’s awards. Amobee Brand
Intelligence monitored social platforms and over 1,386,621 tweets between 8 p.m. and midnight after the show. Twitter sentiment around the #Emmys hashtag was 44 percent positive, 48 percent neutral, and 8 percent negative. Apple and HBO were the two most talked about brands last night.
- Digital content engagement around Apple Music has already increased 142 percent on September 21 compared to September 20 around an ad that aired during the broadcast showing Kerry Washington, Taraji P. Henson, and Mary J. Blige having a mixtape party at Mary J.’s house. Directed by Ava DuVernay, who also directed Selma, the spot is already a big hit for Apple Music with two more ads that are part of the campaign scheduled to roll out later in the week.
- HBO knew Andy Samberg might give away his password but they didn’t pay for the mention. On September 21 compared to September 20, digital content engagement around HBO Now has already increased 568 percent while digital content engagement around HBO Go has already increased 221 percent in the same period. In the context of HBO scoring 43 Emmys, Samberg’s bit also dramatically raised awareness around the platforms were you can see HBO’s award winning content; giving prospective subscribers a chance to sample those services.
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