Livefyre Collaborates with Twitter for The Academy Awards ® #MyOscarPhoto Program

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First-of-its-kind social technology captures fan-submitted photos next to the stars.


We wanted to create a once-in-a-lifetime experience for fans and give them the opportunity to literally be a part of the red carpet excitement. Twitter and Livefyre helped bring our idea to life and we're thrilled with the results.

Livefyre, provider of the leading real-time conversation and social curation platform, today announced the successful completion of its most ambitious program to date: The Academy Awards ® #MyOscarPhoto program, powered by Livefyre. For the first time ever, Oscar ® fans from around the world were able to experience the magic of the red carpet through a first-of-its-kind technical solution.

#MyOscarPhoto gave fans the opportunity to have their picture taken with celebrities during the “Oscars Red Carpet Live” show. To participate, fans were invited to follow @TheAcademy on Twitter and submit their pictures using the hashtag #MyOscarPhoto. Once the show began, celebrities were photographed in front of a TV screen displaying the fan-submitted photos, and each picture was instantly tweeted back to the person who submitted it via the @MyOscarPhoto handle. Many of the photos were also featured during the live broadcast, as the hosts encouraged viewers to join in with the hashtag.

“We wanted to create a once-in-a-lifetime experience for fans and give them the opportunity to literally be a part of the red carpet excitement,” said Josh Spector, the Academy’s managing director of digital media and marketing. “Twitter and Livefyre helped bring our idea to life and we're thrilled with the results."

As each celebrity posed in front of the 84” TV screen, Livefyre’s StreamHub platform worked behind-the-scenes to aggregate all the user-submitted photos from Twitter and stream about 10 images per second using the Image Gallery app. A slow motion camera then captured video of the display, which was edited into individual frames using a histogram analysis. From there, metadata from the fans’ original tweets was matched back up with the red carpet photo and combined with the celebrity’s name. Finally, the tweets were verified and approved by human moderators before being sent to the fans.

As a result, the #MyOscarPhoto Twitter hashtag was used more than 19 thousand times.

“The Academy has always strived to create engaging social experiences during the Oscars, but this year they brought fans closer to the show than ever before,” said Andrew Adashek, television partnership manager at Twitter. “We’re proud to be social platform that the Academy chose to partner with for that experience.”

“Leaders in the entertainment industry are increasingly using social media to forge deeper relationships with fans, and this is one of the most amazing integrations I’ve ever worked on,” said Jordan Kretchmer, founder and CEO of Livefyre. “We’re honored to be a part of it, and look forward to providing more breakthrough experiences with Twitter for the entertainment industry.”

About Livefyre
Livefyre helps companies engage consumers through a combination of real-time conversation, social curation and social advertising. With Livefyre's social CMS, brands can integrate real-time social content into their websites, mobile apps, and advertisements and television broadcasts to increase viewer engagement, boost website traffic and drive revenue. As the fourth largest network online, Livefyre is powering real-time social experiences for over 600 leading brands including American Idol, AOL, Bravo, CBS, Conde Nast, Cox Media Group, Dow Jones/WSJ, FOX Sports, Mashable, NASCAR, Showtime, Sony Playstation, Sports Illustrated, The New York Times, Unilever and Universal Music Group. Livefyre acquired social storytelling platform Storify in September 2013 and social application provider Realtidbits in November 2013.

Founded in 2009 with offices in San Francisco, New York, London and Sydney, Livefyre was named one of the best places to work in the Bay Area by the San Francisco Business Times and 2013 Corporate IT Software Company of the year by the World Technology Network. For more information, visit or follow us Twitter and Instagram at @livefyre or @storify.

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