2014 ARIA Awards — Connected by Telstra
Second-Screen Experience - Access All ARIAs
Telstra wanted to turn its ARIA partnership into a credible, long-term stake in music, and prove it could connect fans to the broadcast in a way only Telstra could—through social and exclusive content.
We created Access All ARIAs: a mobile-first second-screen experience that ran pre, during and post show, giving fans the behind-the-scenes moments they couldn’t get on TV—built to drive conversation, participation and sharing in real time.
What we built
A live Tumblr “timeline” synced to key broadcast moments, supported by an always-on social response engine and content formats designed for speed and shareability, including:
Celebrity phone content (artists documenting their night) + fan giveaways
Real-time “influential tweet” artwork and reactive social posts
Twitter/Instagram booth moments from the carpet + green room
360° performance content to deliver immersive “you’re there” moments
Live polls/quizzes to make viewers feel part of the show
YouTube creator green-room interviews to extend reach beyond broadcast
Why it worked
We made Telstra feel like the connected brand in music—by giving fans a richer ARIAs experience, designed for the way 16–34s actually watch live events: phone in hand, hungry for moments, and ready to share.
