NBC

E! People’s Choice Awards Race to the PCAs

For the 45th People’s Choice Awards, E! Wanted to create buzz, increase awareness and drive live viewership. They also wanted to attract new customers, convert voters to viewers, and ultimately turn them into E! fans. Inspired by the suspense of viewers rooting for their favorite stars to win, we created a playful, visually striking, game experience where visitors raced against each other to win a prize. Modeled after the classic carnival horse race game and elevated with a modern E!-worthy aesthetic, the game boasted tune-in messaging and let consumers celebrate their voting power. Complete with an energetic host, prizes, and cotton candy this interactive game experience drew attention over nine event days in three different cities.