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Exclusive: Behind CMT’s Ambitious Social TV Plans for Tonight’s Music Awards

cmtThe country music world will come together tonight for the 2014 CMT Music Awards (8 PM EST). After setting a number of social records last year, CMT plans to roll out its most ambitious social TV experience to date for this year’s awards.

For the first time, we will be featuring a Slo Mo Video booth on the carpet in which the CMT social team and artists will share across their social networks using #CMTawards,” Chris Nelson, Director of Social Media, CMT, tells Lost Remote.

In addition to the Slo Mo Video booth, CMT will feature a Twitter Tracker – a visual representation of the top social moments – during the live show. Artists will also be live-tweeting the show, and select fan and artist tweets will be shown during the telecast.

We spoke with Nelson about how the social TV strategy for this year’s awards differs from past years and how the Twitter Tracker will be integrated into the telecast.

Lost Remote: How is the social strategy for the 2014 CMT Music Awards different compared to past years?  

Nelson: Building upon the success of last year’s show which set new social records for us, our goal is to create multiple ways for fans and artists to interact and experience the show collectively. For the first time, we will be featuring a Slo Mo Video booth on the carpet in which the CMT social team and artists will share across their social networks using #CMTawards. The footage will be incorporated in the live red-carpet pre-show. We’re also introducing a Twitter Mirror into the show which will be placed strategically backstage where artists can snap a quick photo for fans on their way to perform, present and accept awards.  Additionally, we’ll be creating and sharing custom graphics and will have assembled a team of artists that will be tweeting from inside the house.

LR: How does the Slo Mo Video booth factor into your social strategy? 

Nelson: Our goal was to create a fun, new content opportunity for artists that they would be excited about, and that fans would find truly engaging and sharable. The slo-mo booth concept hit all of those requirements. It’s almost impossible to walk by it and NOT participate, especially when it’s right on the red carpet, and who wouldn’t share a video of one of their favorite country artists jumping around like a kid in slow motion?

LR: How will the Twitter Tracker be integrated into the telecast?

Nelson: More so than in previous years, the Twitter Tracker will be about more than numbers, it will be about highlighting the conversation. This is a party, after all, and the artists love having a good time with each other and with fans. Artist-to-artist conversation is ideal…fans love the fact that country stars are down to earth and like having a good time with each other (the sincerity, the joking around, etc.).


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