LAS VEGAS\u2014It was hard to miss brands like Subaru and Metro by T-Mobile during last fall\u2019s People\u2019s Choice Awards on NBCUniversal\u2019s E!. And that was the point of E!\u2019s first-ever broadcast of the age-old show, which harnessed social media to distribute advertiser content far and wide, according to Advertising Sales & Partnerships President Laura Molen.<\/p>\n
While the People\u2019s Choice Awards had long been owned and produced by Procter & Gamble, \u201cWe wanted to make it new young and fresh in E!\u2019s voice. And we recognized that if we just did it in the linear space it really wouldn\u2019t be new and fresh. So we had to use our partnerships to offer marketers even greater opportunities for their content they were doing with us,\u201d Molen says.<\/p>\n
In this interview with Beet.TV at CES 2019<\/a>, she explains how NBCU custom builds programs for marketers that span various channels and platforms in \u201cone cohesive plan.\u201d At the awards ceremony, Ebay sponsored backstage views while Subaru had a commanding presence near the red carpet, as Variety reports<\/a>. Metro by T-Mobile sponsored a \u201clive look-in\u201d of a music performance by Rita Ora that garnered 2.3 million social media views\u2014an audience that was 90% composed of 18-24-year- olds, according to Molen.<\/p>\n \u201cSo it\u2019s that kind of impact that we\u2019re looking to help marketers make by distributing their content wherever the consumer is. On Telemundo, we see this all the time.\u201d<\/p>\n