NBC's airing of Hairspray Live! last week came with an array of social media and second screen experiences including a Snapchat lens, Instagram stories, Twitter hashtags, GIFs and a successful Facebook Live video that offered exclusive behind-the-scenes access.
The Facebook Live video was hosted by Darren Criss, as well as other social media influencers, and garnered more than 2.8 million views during its simultaneous airing as the show.
"There’s an expectation from audiences now that when there is a live event, nothing is off limits," Rob Hayes, EVP Digital at NBC Entertainment, told Mashable. "People who are really interested in a show want as much content around that show as they can possibly consume. By providing this kind of backstage access, along with social media presence and second-screen elements, we really were able to pull back the curtain and provide an experience not previously possible."
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