For the 63rd Annual Primetime Emmy Awards Official App, Devious Media was selected by the Academy of Television Arts & Sciences to create a fluid, broadcast interactive iPhone app with a content-rich emphasis.
One that contained premium user-value both during the Emmy Awards telecast and as an ongoing mobile archival content source for users. The iPhone app represented the Academy and the Emmy’s first such foray into the mobile space.
At its core, the Emmy Awards iPhone app connects the user with seamless access to an exhaustive array of content. That access begins with a focus on the key information from the actual Emmy Awards telecast.
Presented with a choice upon launch for which award category they want to view, the User finds all awards are represented – including awards that don’t appear during telecast, such as Best Voice-over Performance or Picture Editing for Reality Programming. Once selected, the app takes the user to a category sub-menu where each nominee is listed by text and image, along with portals to media that includes bios, show synopsis, clips, still photos, and fashion – anything and everything pertaining to the nominee for the night’s event. In addition, the status of the awards update in real time, so that the user remains connected to the show as it unfolds, while home or on the go.
Once the user engaged the app, they access a variety of other interactive features from a navigational bar across the bottom of the screen. This is where the true depth of Emmy Awardsrelated archival media is available for the user and where the app’s creative DNA moves beyond the expected into something fresh and vital. This progressive content delivery, beyond the usual immediate facts, is best represented by the User’s ability to watch the exclusive “Backstage Live” show as it happens.
“Backstage Live” incorporates ten cameras live backstage during the telecast for unparalleled access. This includes real-time streaming of performers as they enter and exit the stage, mingle in the greenroom with fellow nominees, collect their statuettes,
conduct interviews in the press room, relax in the exclusive Winners Lounge and continue their speeches at the backstage “Thank You Cam.” Also, on “Backstage Live” a camera follows host Jane Lynch and her team of writers as they work material throughout the show.
The iPhone app is the only mobile app designed to provide the Emmys audience member with that incredible, inaugural look at the whole show – both on stage and backstage while the event happens. This is in conjunction with providing the User the ability to view information for every nominee and winner from the past 62 Emmy telecasts, check out photos and video from other Television Academy events including the Emmy Nominations, Creative Arts Awards, Television Academy Honors Hall of Fame Ceremony, as well as connect to the Academy’s Facebook, Twitter and YouTube pages and receive up to date news and information about Television Academy events.
By and large, the official Emmy Awards iPhone app functions as the definitive guide to the Emmys, past and present. Utilizing the annual advertising campaign as an aesthetic North Star, the app accomplished an incredible task with a seamless, visually striking, clean, and intuitive interface that felt both familiar and fresh. The User never feels lost or overwhelmed, with answers, insight, and content right at their fingertips.