E! People's Choice Awards Vote

PCA's worldwide vote across 45 categories via online, Xfinity set top box and social vote with Snapchat ad integration and SMS alerts.

E! People's Choice Awards 2019 landing page with movies category selected and eleven categories shown


The 44th annual E! People’s Choice Awards (formerly known as People’s Choice Awards), allowed fans to vote for their favorites across Movies, TV, Music, Pop Culture and International. Although the vote was not new, it would be the first awards ceremony thrown by E! Networks, and as such, a primary goal for the launch was to create a vote that encouraged a high volume of participation to make a splash in the award world.

To do this, E! Networks wanted to utilize as many touch points as possible, providing many different options for people to interact with the campaign. The goal was to create an experience that not only eased the ability to participate but excited fans and nominees about participation in order to drive engagement throughout multiple stages of the campaign.

During the Nomination Phase, fans could vote across category groups including Movies, TV, Music, Pop Culture and International. Fans had the opportunity to vote for 12 nominees and the ability to write in a 13th nominee of their choosing.

The top 5 per category nominees spanning all 45 categories advanced to the Main Phase (during this Phase the write in component was also removed).

The 2018 PCA application supported 43 standard categories and two International categories, Canadian and French. In 2019, the international categories increased to five regions.

Jay Z with the "I voted" People's Choice Logo
close up of movie category with 6 nominees
share with Brie Larson from the avengers movies as the contestant voted for


The strategy for the PCA vote was to build a highly complex and multi-platform vote that not only encouraged initial participation but kept voters coming back for more. The vote itself was released in three phases and was accessible through multiple spaces online, as well as across social media platforms.

There were three vote stages in total, which encouraged interaction and kept fans coming back for more throughout the campaign:

  1. The Nomination Phase allowed fans the opportunity to vote for nominees, including a write-in vote option. 

  2. During the Main Phase fans voted on the top 5 nominees with the most votes from the nomination phase across 45 subcategories spanning 5 overall categories (Movies, Music, TV, Pop Culture and International)

  3. In 2018, the Final Phase allowed fans to vote via Twitter on the top two finalists for one designated category (Movie of the Year).

Landing page with overall categories, specific category with 6 nominees showing, thank you modal.


Category Vote:

  • Custom online voting with 45 categories via the E! website

  • Users received an additional vote when sharing their votes on Twitter and/or Facebook via “Share to Vote” functionality from the Thank You modal.

  • Turbo voting, a specific date and time window where all votes were be doubled

  • Users could opt-in to SMS alerts to receive updates about the awards and live broadcast

  • E! Newsletter opt-in on the login modal

Hashtag Vote:

  • Hashtag voting across Twitter and Facebook drove social conversation around the awards

Set Top Box:

  • Comcast Xfinity (X1) Set Top Box voting

Dynamic Ad Integration:

  • An embed widget acted as the ENTIRE voting experience resized to fit a 320×540 ad
    space. This included all the functionality that the larger voting site had, but could be embedded into partner websites, like SYFY and the Today Show, or even be trafficked like an ad unit.

  • To round out engagement, the campaign also had ad units driving back to the voting
    site on partner sites and other mobile applications if they couldn’t
    accommodate the widget.

  • Auto-populate Snapchat login allowed fans to vote directly through Snapchat ads.


  • The inclusion of direct links and write in nominations made it extremely easy for nominees to promote themselves.

  • E! Networks saw strong support for the campaign across nominee social accounts.

  • Strong social presence and multiple reminders set up throughout the campaign accelerated participation across methods.

  • The PCAs maintained the top choice of people on Facebook, Twitter, and Instagram in terms of interactions during the week of November 5 2018.

  • In the 2019 campaign, PCAs became the first awards show to surpass 1 billion votes.


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