|
In July 2012, NBC launched a dedicated Tumblr presence for The Voice to expand the fan experience within social and leverage a platform that is notorious for housing creative, engaging content from brands and users alike. The Voice uses the platform to live-blog episodes, including real-time GIF-ing of each episode's biggest "Wow!" moments, generate excitement for upcoming episodes via custom content and sneak peeks, as well as house the photos, videos, GIFs and other fun imagery coming out of The Voice's first-ever pre-show event, #VoiceTailgate. To kick things up a notch for the season 6 finale, The Voice partnered with popular Tumblr artists to develop and release GIFs in real-time inspired by the performances during the live broadcast – displayed both on-air and on Tumblr. As Christina Grimmie belted out Lorde's "Team," viewers saw animations designed by Tumblr Creators playing on screens behind Grimmie on stage while simultaneously releasing the art to The Voice's Tumblr page. |
The Voice is a social juggernaut, and extending the social conversation into on-air activity is a natural progression. But designing a set piece based on social content is an innovative concept. Add the fact that social content is being created and integrated in real-time during a live show, and it becomes a truly ambitious undertaking.
Beginning with Season 6, we worked side by side with Tumblr to identify and collaborate with some of the platform's most creative artists. These "Tumblr Creators" were invited to the set of The Voice to create content live during on-air performances, using the songs featured on the show as a starting point to create amazing art pieces that were then integrated into the broadcasts' Skybox – a segment of the on-air show where we feature digital and social content – as well as projected behind some artists' performances, all while sharing the end results in real-time to The Voice's Tumblr.
These Tumblr Creators have become a pivotal part of the equation for The Voice's social content strategy, and we've expanded their role for Season 7 to cover even more exciting elements of the show, including a backstage series that will look at what really happens behind-the-scenes on set, as well as highlighting the fashion and styling that goes into each artists' look for the show.
