The Annual "Premios Juventud" 2014, the youth awards show that aired in July celebrating the stars of Hispanic America featured some of the most compelling social integrations and social TV experiences. Fans dictated the winners across the board including with a real-time fashion voting the day of show that started with the carpet show and culminated during the award ceremony. They accessed exclusive snapchat confessionals from the celebrities walking the carpet and had the opportunity to win scholarship money as well as autographed prized possessions from a major artist
Premios Juventud was the No. 1 broadcast award show in 2014 regardless of language, with Tweets per unique beating the Oscars, the GRAMMYS, the EMMYs and third overall show beating the likes of the VMAs, the Movie awards, People's choice awards and the Kids choice awards. Univision had the most unique authors and Tweets across all English and Spanish language broadcast networks on day of show (Source: Nielsen Social).
Year after year, Premios Juventud (PJ) innovates through social media creating experiences that integrate the fans to PJ and rewards them with significant payoffs. It was the first show in the industry to implement real-time social voting with an award being presented to the winning artists. The audience is a fundamental part of the show – connecting them to their favorite celebrities to providing an opportunity to win autographed childhood photos from Prince Royce and money for college using #BecaUnica in partnership with a major brand.
- Forget 5-seconds of fame, Univision gave their "familia", i.e. the audience 15-SECONDS of fame and more - Featured the fans' supporting and congratulatory messages on TV as their favorites gave their winning remarks; alongside celebrities like Pitbull, Enrique Iglesias, William Levy and many others
- Created an Instagram celebrity fan campaign - For a first-time performance for Chiquis Rivera, daughter of beloved late artist Jenni Rivera, Univision integrated fans through a special Instagram campaign that featured them wishing her luck with #SuerteChiquis photos
- Social Media Roulette - Connected fans to amazing experiences through their favorite social platforms, for Premios Juventud Univision created a social media roulette for celebrities that incorporated Snapchat celebrity confessionals, Instagram celebrity dares, Twitter mirror autographed photos and Facebook fan questions. As an example, the Austin Mahone/Becky G Twitter photo garnered more than 5,000 retweets and favorites.
- Vine Stars – Viner Rudy Mancuso, Lejuan James and Allegra Masters walked the carpet and engaged fans with real-time Vines during the show as well as with Tweets and Instagram posts showcasing things like winning reaction to a duet with an artist
- Fans Dictated Results: #MejorVestido Best Dressed REAL-TIME hashtag Twitter voting – Viewers voted throughout the night for their favorite Best Dressed celebrities (six finalists) and received updates of the standing from the social media lounge. The hashtags trended all night and the voting culminated with the stars receiving an award.
- Major reward: Prince Royce performance autographed photos - #Roycenaticas may be one of the most passionate celebrity fan clubs, to reward them PJ and Prince Royce gave away photos from Prince Royce's childhood featured on the set during his performance. Lucky fans that Tweeted with #FotosdePrinceRoyce and @PremiosJuventud won a signed photo from the performance. The hashtag became a trending topic and the play positioned @premiosjuventud as the second most mentioned handle of 2014 compared to other award show accounts.
- Platform and dedicated exclusive segments for fans to voice and showcase their passion – From featuring the most passionate fan clubs battle it out to make their celebrity the most talked about to providing a medium to win scholarship money using #BecaUnica, fans were able to connect and be rewarded through our social media dedicated segments on the social media lounge hosted by Hispanic celebrity Jessica Cediel.
The aforementioned strategy and execution garnered stellar results against industry award shows.
- Premios Juventud was the No. 1 broadcast award show in 2014 regardless of language, with Tweets per unique beating the Oscars, the GRAMMYS, the EMMYs and third overall show beating the likes of the VMAs, the Movie awards, People's choice awards and the Kids choice awards. (Source Nielsen Social)
- Premios Juventud Twitter account had more share of conversation in 2014 as percentage to overall Tweets garnering no. 1 position against major English-language award shows
- @premiosjuventud has the second highest volume of mentions in 2014 garnering more mentions than the handles of the Grammy awards, the Golden Globes, the Oscars, the VMAs and many others. (Source: Nielsen Social)
- The no. 1 most engaged red carpet show of 2014 with 10 Tweets per Uniques
- Univision had most unique authors and Tweets across all English and Spanish language broadcast networks on day of show (Source: Nielsen Social)
- Increases audience engagement on Facebook by 67% versus previous year
- Premios Juventud received higher normalized Facebook engagement than the 2014 BET Awards
