Fans needed to engage with the ARIAs via Twitter to influence the outcome of the Best International Artist award. This ensured large numbers of global music fans engaged with the campaign, supporting their favourite international artists.
Music fans already come to Twitter to engage with their favourite artists one-to-one. The ARIA Music Awards acted as a natural extension of this, providing fans with a backstage, unfiltered glimpse of some of the world’s biggest stars, with the live stream generating huge viewing numbers as a result.
The ARIAs succeeded in its engagement goals by changing tack and exploring a different method of live content delivery. Music fans were able to engage with the show, while also connecting with the wider Twitter community, delivering a more immersive and entertaining viewing experience.