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Live Union doubles audience by streaming Post Office awards

Agency creates digital channels to stream awards event while encouraging viewers at home to vote and comment

Pictured: The Post Office Awards took place at Novotel London West

Live streaming technology more than doubled audience engagement at the recent Post Office Network Sales Awards, event organiser Live Union says.

About 400 audience members were joined virtually by 900 people who logged on to specially-created online channels, allowing them to share views and cast votes in real time on Twitter.

The evening's reach was further boosted by social media chatter, which reached more than 100,000 people.

The awards ceremony, which took place at the Novotel London West on 4 June, recognises leading Post Office sales staff and celebrated its 10th year in 2016.

Live Union said it was briefed by Post Office to extend the action to those who couldn't attend the awards show, but still wanted to join in.

The agency set up Awards TV which was streamed live on the evening, along with a dedicated communication channel which used Really Creative Media's Hashtag Live to make it visible to people in the room.

Social media activity was brought to the audience on the night via a series of LED displays, which were controlled by the evening's presenter on an iPad.

Live Union production director Paul Watkins said: "This event shows how technology can be used to extend the audience capacity from 400 in the room to over 106,616 through social media, with two way communication streams for real time interaction. It proved a huge success with over 900 people logging on at home to cast their votes and send messages of support for their nominated colleagues in the room."

Nick Dew, managing director of Really Creative Media, added: "This concept is fantastic for award shows and is also an attractive proposition to events with sponsors. As wider industry debates turn to how we add more value and measure ROI for sponsors, this is a way to extending networks, getting instant reactions to activities and capturing data for further communications. We were really excited to be able to use the 4K resolution capability of our Hashtag Live servers on this event and display live data content over the top of video backgrounds."

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