Tonight at 8pm EST, the 26th annual ‘Premio Lo Nuestro’ Latin Music Awards will air on Univision. Last year, we wrote about T-Mobile’s role in making the show’s Silver Jubilee the most social yet. T-Mobile returns this year as the presenting sponsor, and the show seeks to surpass last year’s success and scale with new social and digital integrations.
Last year’s telecast reached 11.6 million viewers and made Univision the No. 2 network for the night (regardless of language) among Adults 18-34 for the fourth consecutive year. Social has proven to be an extremely powerful ratings driver for music award shows, and Univision will attempt to build buzz before, during, and after tonight’s show mainly via three new activations:
– Fans are able to submit questions using the hashtag #PLNPregunta for artists to respond to during ‘Alfombra Premio Lo Nuestro’ in an exclusive Instagram Q&A. In an e-mail exchange with Lost Remote, David Beck, SVP and general manager, Social Media for Univision said: “We pioneered questions to the stars on the red carpet and now we are partnering with Instagram to deliver fans the opportunity to not only ask questions to their favorite artists (and be featured on TV) but also for the artists to respond with live Instagram video answers.”
– After winners are announced at tonight’s awards, Univision will create gif-like productions featuring the winners, which will be featured on Univision’s Vine account. Univision’s partnership with Twitter (and Vine) for tonight’s show extends even further: According to Beck, the network will “bring the amazing Vine 360 cam out of the red carpet into the main show” and it will be featured throughout the telecast, “a first for any major awards show in the U.S.”
– We wrote about ‘Girls’ utilizing Snapchat during its red-carpet premiere, and it seems as though the burgeoning social platform will be a popular medium moving forward especially for other red carpet events. Univision’s social team will be using the platform heavily tonight, and Beck added, “knowing our digitally and socially savvy Hispanic audience, we have been teasing the most candid and exclusive content via Snapchat from rehearsals to the main show and the after party.”
