E! Online Latino: How social media helped consolidate a transmedia experience

For over 2 decades E! Entertainment has been the undisputed king of cable TV when it comes to entertainment, showbiz and pop culture news. It’s two decades in which we’ve seen countless media outlets come and go, in many cases, due to lack of ability to adapt to change. E! has not only adapted and survived, but it has expanded to having channels in Canada, Europe, as well as Latin America, and has accepted the online challenge with great success. Part of it became our challenge when we began working to make E! Online Latino the biggest online arm of the E! franchise. One of the driving forces behind this Project has been Ana Cecilia Cuevas, director of Digital Bussiness. “We basically started on Twitter with a small in-house team, and soon realized that Facebook required a very specific and dedicated Community Management”. Well aware of the social network’s potential for becoming the largest traffic driver to the E! Online Latino site, and a fundamental part of the extended experience the brand wants to offer its users, Ana contacted InPulse Digital and the partnership paid off right away. “You’ve been the ideal partners” she said. “The growth we’ve had in just a year has been exponential”. But it’s not only the numbers that matter, but the constant exchange and instant feedback the brand gets from the fans. During the Awards season, which will soon begin again, E! Online Latino was a trending topic, covering all the red carpets in real time and generating major buzz through Apps and partnerships with brands. “We want to consolidate the transmedia experiences so the TV contents go hand-in-hand with what’s going on online”, Cuevas explains. According to the E! director of Digital Business -and we agree- the democratization of internet access in Latin America, and the rest of the world for that matter, gives outlets in the cable industry like E! a unique chance to broaden their reach and become actual publishers of content generated specifically for the offline and online worlds. 2014 is almost here, and we hope to help E! enhance its position as the go-to outlet, not only for the upcoming awards season, but for all their pop culture needs.