Emmys: A Snapshot Look Inside NBC’s Digital Strategy
Each year, NBC grows and highlights their digital and mobile strategies. After investing in Snapchat in 2015 to work with the social media networking platform for the Saturday Night Live 40th Anniversal Special. Last year, The Voice on Snapchat was nominated for Creative Achievement in Interactive Media within an Unscripted Program.
As their digital strategy expands, so has their interactive experiences. For example, the peacock network has taken to using multi-platform approach to storytelling with its popular Tonight Show Starring Jimmy Fallon, SNL, Voice, This Is Us.
The Primetime Emmy Award for Outstanding Interactive Program is presented to integrated interactive experiences and NBC certainly provides that experience, whether you’re watching the web exclusives on their site and engaging in the This Is Us Aftershow or the Will & Grace After Party content.
What is the impact of NBC’s digital strategy? As a result, in its second season, This Is Us s2 viewership across all platforms within the first 7 days of airing is 12% higher than viewership over the same period for s1. You only need to be on Twitter during the East Coast airing of the episode to see This Is Us dominating social media conversation all Tuesday night. Further testament to the success of NBC’s dominance, the “We’re Back In the Fall” trailer clip got over 18 million views when it was uploaded less than a month ago.
Similarly, The Good Place starring Ted Danson saw s2 viewership across all platforms within the first 7 days of airing increase by 7% compared to viewership over the same period for s1.
These exclusive clips take us behind the scenes and show just how engaged and ahead of the game NBC’s digital strategy remains with its audience. They make use of their viral scenes, they capture what the audiences love and use it to their advantage when it comes to creating digital content on their platforms. The viewing figures and show ratings speak for themselves when it comes to viewer engagement.
Consider NBC in the Interactive Program and Creative Achievement in Interactive Media within an Unscripted Program Categories.
This is Creating SNL: Control Room
This is Creating SNL: Music
The Voice on Snapchat
This Is Us