E! Announces New Slate of Innovative Multi-Screen Experiences
E!, the multiplatform pop culture powerhouse, is rolling out an innovative new cross-platform digital product that incorporates Instagram photos to help bring fans closer to the celebrities and event content they crave, but in a completely different way. Debuting on E! News on May 9th and currently available on Eonline, E!'s Instagram Wall will track the top celebrity Instagram accounts, dynamically ranking the Top 200 celebs based on the newly created E! Social Score. The E! News Instagram Wall contextualizes content on a super-sized touch screen monitor on air along with web and mobile versions that deliver the latest photos and videos to every user on every screen. E! is also expanding its hugely successful "Love It, Buy It" on air flash sale and ecommerce engine beyond its trial and opening the platform up to brand integrations. The Network is also rolling out "In Feed", a new organic ad solution that places brand messages directly into E!'s multi-screen digital news feeds.
"As we continue to build on E!'s digital and social offerings, there is no better platform to work with than Instagram to expand on our pop culture driven content in a highly innovative way," said John Najarian, Executive Vice President and General Manager, Digital, E! "By combining their unique view into celebrity generated content with our passion for pop culture, we're excited to deliver our audiences a truly immersive social content experience that presents the most relevant content on Instagram. Additionally, all of these new initiatives create more engaging opportunities for our advertising partners across all screens."
"Actors, musicians, and celebrities flock to Instagram to Capture and share moments," said Charles Porch, Strategic Partner Lead for Instagram. "Whether it's a vacation snapshot or asking fans to weigh in on an outfit selection, fans are able to directly engage through videos and photos that are shared through a celebrity's Instagram account. Now with this new wall, E! will make it even easier for fans to connect with their favorite stars on Instagram."
Available 24/7 on E! Online and featured regularly on air, the E! News Instagram Wall allows viewers and users to organically consume content from social through this new, never been done before product. The Wall is powered by the E! Social Score, a proprietary logic that helps determine the true popularity of content, tracking the Top 200 celebrities and dynamically showcasing the most viral photos in real time. Features include a Trending Hub, which surfaces the most popular photos of the day in addition to the top 10 trending celebrities on Instagram, an Activity Section that sorts photos based on popular or event driven hashtags and contextualizes content around pop culture moments like the Met Gala or Coachella, and a Top 200 Celebrities view that lets users explore the full breadth and depth of content within the Instagram Wall.
The Instagram Wall will be seen regularly within E! News on a state of the art 82' Perceptive Pixel touchscreen monitor, allowing Giuliana Rancic, Terrence Jenkins and the rest of the E! News team to interact with the Wall in show. The Wall's responsive design also allows users to experience the product themselves on Eonline across any device, connecting brands and advertisers with the social content that matters most to E! viewers and Eonline users on every screen.
Love It, Buy It
E!'s "Love It, Buy It" is a curated flash sale segment airing on E! News and living online as the standalone ecommerce site loveitbuyit.tv. Giuliana Rancic and trend expert Mar Yvette bring viewers insider access to the hottest celebrity inspired fashion, beauty, and lifestyle trends at exclusive E! prices. "Love It, Buy It" is also a powerful cross-platform tool that creates a sense of urgency and connectivity for sponsoring or integrating brands. Launched in December 2013, the segment runs every other Tuesday with the next integration airing on May 13th. "Love It, Buy It" has been an instant success with both on air and online audiences. The segment has driven an incredible average of 3% of E! News' linear audience to the loveitbuyit.tv site as active shoppers, with more than half becoming regular, return customers. In addition, the platform has been integrated into E!'s brand new lifestyle show, The Fabulist, as "The Fabulist Find of the Week." Always topical, "Love It, Buy It" can be themed to holidays, events, and key sales periods. The segment can also be easily adapted to support specific brand objectives or to amplify complementary programs running across E! platforms.
Coming this summer, Eonline will launch a brand new multiplatform newsfeed product called "In Feed" that will deliver high impact, contextual promotion for advertisers at scale. Guaranteeing exposure and engagement for native content, the "In Feed" solution will organically place brand messages in a marquee position toward the top of each newsfeed across Eonline's mobile properties and desktop site. The Eonline ContentSync consulting team will work with brands to create and optimize custom content for the "In Feed" experience or advertisers can elect to have the product drive to their own experiences or content. "In Feed" is the perfect digital ad product for brands seeking a high touch solution in Eonline's rich brand environment with meaningful scale.
Continuing to be one of the industry's fastest-growing, most influential digital properties, Eonline broke a new audience record with 30M multiplatform unique users in March 2014, according to comScore, the industry's analytics authority. Eonline is now the #1 digital brand in total multiplatform and mobile uniques both total and across all key demos in the Entertainment News, Women's Lifestyle, and Cable Networks categories. The quarter ending in March 2014 marks Eonline's seventh quarter of multiplatform growth.
About E! Entertainment
E! Is television's top global destination for all things pop culture. The network is currently available to 98 million cable and satellite subscribers in the U.S. and E! content is available on all platforms anytime and anywhere from Eonline to social media to mobile to VOD to the latest emerging platforms. Popular programming includes E! core franchises, "E! News," "The Soup," "Chelsea Lately," "Fashion Police" and "True Hollywood Story," as well as the network's popular series "Keeping Up with the Kardashians," "Total Divas," "Hello Ross" and "Eric & Jessie: Game On." Additionally, E!'s "Live from the Red Carpet" signature events keep fans connected to their favorite stars on pop culture's biggest nights. E! is a network of NBCUniversal Cable Entertainment, a division of NBCUniversal, one of the world's leading media and entertainment companies in the development, production, and marketing of entertainment, news and information to a global audience.