Emmy's Engages Online

NBC took a new approach to promoting the Primetime Emmy Awards which aired just Sunday on NBC.
In order to spark more interest and drive the number of viewers, NBC took an integrated approach by incorporating live behind-the-scenes video feeds and real-time blog posts written backstage by NBC producers, which were featured on NBC.com. In addition, viewers to the site were able to interact with one another and participate in trivia based games. The online component was seen as another way to engage the consumer to interact with the brand. This is a trend that continues to grow, with networks taking more turn-key integrated marketing approaches to suplement traditional media.