时间:2025-07-11 18:16:46 来源:网络整理编辑:知識
Becca Pallack, 25, has seen Hairspray-- both movies and the musical -- countless times.So when NBC a
Becca Pallack, 25, has seen Hairspray-- both movies and the musical -- countless times.
So when NBC announced it was doing Hairspray Live! she knew she wanted to tune in. This time, however, she was most excited to get a glimpse behind-the-scenes.
The Chicago resident wasn't watching the telecast on the Universal Lot in Burbank, California. But she wasamong the thousands who utilized Facebook Live to get backstage access of the show while also watching it broadcast on TV.
"The social media elements add another dimension to show since we're all watching it together," Pallack told Mashable. "It connects all of us, which is why social media is such a powerful tool that brings so many people together. I love seeing it from a different aspect on the live stream that differs from the TV version."
The Facebook Live broadcast was part of NBC's larger goal to give its live musical telecast more life on digital platforms. Though Hairspray Live!hit ratings and viewership lows when compared to NBC’s other live musicals, the show ended up shining brightly on social media.
Final Neilson social ratings are not in, but early ratings suggest the broadcast indexed very high among young females, giving NBC their highest ratings for females between the ages of 18-24 (3.6) in 12 years, and female teens from ages 12-17 (3.3) in 13 years.
The network tapped Glee alum Darren Criss to host behind-the-scenes, with help from social media influencers Patrick Starrr, Manny MUA, Kinglsey, Joslyn Davis, Gabi Fresh, Lily Martson and Erin Robinson.
The digital companion show featured 35 unique camera angles of what was happening behind the scenes as it happened, special access to the cast (some even stopped to say hi to Criss), fun facts about all things Hairspray (these were displayed on the bottom of the feed) and other digital extras to enhance the viewer’s experience.
NBC also had a special Snapchat lens and story, Twitter hashtags, GIFs (via Giphy and Kik) and Instagram stories tied to the live show.
"There’s an expectation from audiences now that when there is a live event, nothing is off limits," Rob Hayes, EVP Digital at NBCEntertainment, told Mashablevia email. "People who are really interested in a show want as much content around that show as they can possibly consume. By providing this kind of backstage access, along with social media presence and second-screen elements, we really were able to pull back the curtain and provide an experience not previously possible."
SEE ALSO:If you're not tweeting about 'Hairspray Live' did you even watch it?The digital efforts worked.
Hairspray Live! was the No. 1 worldwide trend throughout the east and west coast broadcast, NBC said. The digital influencers' 240+ cross-platform posts garnered more than 3.1 million interactions.
But the Facebook Live show was NBC's biggest digital success, garnering more than 2.8 million unique viewers tuning in throughout the night.
After the live stream began, there were a total of 22.7 million impressions and 5.45 million interactions on NBC's Hairspray!and NBCFacebook pages.
"We know that digital is where the younger demo lives and socializes"
"We know that digital is where the younger demo lives and socializes and we wanted to create an event phenomena in social to engage with and ultimately have them tune into the live broadcast," Hayes said.
Here's how this works. Tune in to @nbc at 8/7c tonight on your TV and https://t.co/OUxkXpoxip on your phone/computer AT THE SAME TIME!!! pic.twitter.com/ul3gu7DsbM
— Darren Criss (@DarrenCriss) December 7, 2016
For the digital influencers, the show was a way to bring out their inner theater nerds. They were invited guests to view the live show from a custom platform, overlooking Baltimore Street on the Burbank lot.
They watched the broadcast show and FB Live show on large TV monitors, while mingling with other attendees and -- of course -- sharing their experience with their followers and fans.
"Hairsprayis my favorite musical," Starrr told Mashable. "I got an email from NBC and I could NOT say no. I relate the most to the musical. [And] the live stream was a great way to meet a greater audience as well. The digital component is important for viewers at home to interact with us about the show."
Many of the influencers said it's important for NBC -- and other networks -- to include the cord cutters.
"Most of my friends and colleagues don’t even have cable anymore and so many of them sent me messages during the show saying that the only way they could actually experience it was through our FB Live content," Robinson told Mashable.
Martson added: "Not everyone is gathered around their living room TV watching their favorite shows – they’re watching it on their phone, during their lunch break at work; when it’s most convenient for them."
TopicsFacebookNBCSnapchatYouTube
Is Samsung's Galaxy Note7 really the best phone?2025-07-11 18:14
津門虎抵大連備戰足協杯 維基諾維奇:談目標還太早2025-07-11 17:42
曝U22國足退出U23亞預賽 球員或結束集訓歸隊備戰足協杯2025-07-11 17:36
國足賽前僅有兩堂訓練課 500中國球迷將現場助威2025-07-11 17:32
There's a big piece of fake chicken stuck to this phone case2025-07-11 17:10
萊萬:不覺得命運欠我金球獎 我的成就已說明一切2025-07-11 16:48
卡帥光顧“撒鹽哥”餐廳 撒鹽哥親自招待切牛排(GIF)2025-07-11 16:42
維納爾杜姆:不開心在巴黎的處境 榮幸做梅西隊友2025-07-11 16:21
Dramatic photo captures nun texting friends after Italy earthquake2025-07-11 16:16
德國前瞻 :氣勢如虹 !弗裏克率隊欲複仇北馬其頓2025-07-11 16:13
Hiddleswift finally followed each other on Instagram after 3 excruciating days2025-07-11 17:51
沙特媒體對取勝充滿信心 直言中沙戰為小組最強與最弱較量2025-07-11 17:41
英媒 :若林加德不續約將在冬窗被賣 紐卡西漢姆有意2025-07-11 17:31
滬媒:國足戰沙特很難創造奇跡 須增強中場防守力度2025-07-11 17:19
5 people Tim Cook calls for advice on running the biggest company in the world2025-07-11 17:00
米蘭欲花2200萬歐提前買斷迪亞斯 皇馬有回購條款2025-07-11 16:50
國足對陣沙特或重推防守戰陣 忌憚對手魔鬼主場+濕熱天氣2025-07-11 16:26
國足吉達首訓未安排分組對抗 封閉條件不理想保守戰術秘密2025-07-11 16:05
You can now play 'Solitaire' and 'Tic2025-07-11 15:40
巴薩官方 :登貝萊阿圭羅恢複訓練 未來幾周或複出2025-07-11 15:37