The #ARIAs made a triumphant and star-studded return to @ChannelTen last night. Thanks to some amazing and exclusive Twitter content created by @ARIA_Official, @ChannelTen, @Telstra and @Scoopla, Australian music’s night of nights was the most-Tweeted ARIA Awards ever according to @NielsenSocialAU Twitter TV Ratings (NTTR) data.
This year’s #ARIAs was the number one show on the NTTR last night with 128,000 Tweets sent during the @ChannelTen broadcast creating 3.3 million impressions across Twitter while the show was on-air, for an 81% share of all TV-related Tweets last night. The red carpet special was also huge on Twitter, generating 490,000 impressions.
Based on internal Twitter metrics, this was a 600% increase in conversation year-on-year, testament to the variety of slick on-air integrations from @ChannelTen and @ARIA_official. These included promotion of the official #ARIAs hashtag, custom hashtags for special performances such as #5SOSARIAs and #1DARIAs, and on-air Tweets throughout the broadcast reflecting the huge conversation
To promote the #ARIAs broadcast, @ChannelTen utilised Twitter’s @SnappyTV to capture, edit and export video highlights to Twitter just seconds after they screened, including this one of @5SOS opening the show:
Jennie Sager, Music, Entertainment & Events Partnerships Manager at Twitter Australia said, “The success of the ARIAs proved the power of Twitter for live events, as fans were treated to red carpet and backstage access to the night’s biggest stars, including @5SOS, @KatyPerry, @DeltaGoodrem, and @GuySebastian.
“With a Vine 360 and a Twitter Mirror in prime position from the start of the red carpet until the last award, @ARIA_Official and @Telstra were able to capture tonnes of amazing content from the night. Our first ever “Tweejay”, @JaiWaetford, also reported live from the red carpet, asking artists fan questions from Twitter. For everyone who didn’t have a ticket to the ARIAs, Twitter helped bring them inside.”
ARIA CEO Dan Rosen said: “It was amazing to work with Twitter to make #ARIAs the Number 1 trending topic in Australia yesterday and counting. The 2014 ARIA Awards Connected By Telstra was the most tweeted event in ARIA history both here and overseas.”
@ARIA_Official promoted the official hashtag to all attendees by building a giant Twitter hashtag that sat on the red carpet:
By focusing the conversation around one hashtag it was the perfect place to aggregate all those great moments between the stars:
And of course there was only one place the stars turned to thank the fans for their support, including:
Shout-outs from @onedirection
Gratitude from @5SOS (and in true fashion, they didn’t hold back!)
And a warning from @kaseychambers!
Did someone say … cookies?