For the 'Red Carpet Season 2013', E! Entertainment is re-implementing the critically-acclaimed “Manicam”, where artists who are strolling down the red carpet at one of the many events of the season are invited to show off their nail art at a special “hand red-carpet”. This separate section has its own camera and the footage is featured live during the event’s broadcast and then replicated in all of the brand’s social properties.
Knowing that red carpet events have a great impact on Latin American audiences—E! Online Latino’s main target audience—we decided to run a Facebook Red Carpet Event with its own online Manicam Tab. E! fans were invited via Facebook event to get their nails done and show their nail art while watching the actual red carpet on TV. The concept was very straightforward: watch the Golden Globes like a true Hollywood star and share your own nail art with us!
We created a Facebook app where fans could submit a photo of their nails via Instagram using the hashtag #manicam. The application identified and uploaded them straight to the app. Fans also had the option to upload their photos straight onto the tab after completing a short contact form. The top two fans with the 'prettiest' nail art photos received a professional manicure kit.
This app will be relaunched for each red carpet event with a creative set of promotional Page posts, inviting fans to dress up their nails for the red carpet. The first event was the Golden Globes on January 13, followed by the Screen Actor Guild Awards on January 27, the Grammys on February 10, and ending with the Academy Awards on February 24.
This campaign is supported by a geo-targeted Facebook ads campaign focused on Argentina, Venezuela, Colombia, Mexico, and Peru. These sponsored stories use creative posts especially created for each event.
Knowing that red carpet events have a great impact on Latin American audiences—E! Online Latino’s main target audience—we decided to run a Facebook Red Carpet Event with its own online Manicam Tab. E! fans were invited via Facebook event to get their nails done and show their nail art while watching the actual red carpet on TV. The concept was very straightforward: watch the Golden Globes like a true Hollywood star and share your own nail art with us!
We created a Facebook app where fans could submit a photo of their nails via Instagram using the hashtag #manicam. The application identified and uploaded them straight to the app. Fans also had the option to upload their photos straight onto the tab after completing a short contact form. The top two fans with the 'prettiest' nail art photos received a professional manicure kit.
This app will be relaunched for each red carpet event with a creative set of promotional Page posts, inviting fans to dress up their nails for the red carpet. The first event was the Golden Globes on January 13, followed by the Screen Actor Guild Awards on January 27, the Grammys on February 10, and ending with the Academy Awards on February 24.
This campaign is supported by a geo-targeted Facebook ads campaign focused on Argentina, Venezuela, Colombia, Mexico, and Peru. These sponsored stories use creative posts especially created for each event.
Campaign Performance:
For the Golden Globes alone, the four-day marketing campaign (which included posts, ads, photo albums, and the tab itself), generated great numbers for the client:
- 8,000 new Page fans from ads in four days (pre-Golden Globes and awards night)
- 38,200 clicks on app tab
- 206,000 actions from ads
- 8,000 new Page fans from ads in four days (pre-Golden Globes and awards night)
- 38,200 clicks on app tab
- 206,000 actions from ads
