Colgate Optic White will build brand awareness during the upcoming 48th Annual CMA Awards by co-hosting a live Twitter chat on the red carpet to give viewers a behind-the-scenes experience.

Colgate will be partnering with actress and singer Lucy Hale for these efforts, who will be sharing her tips to get ready for the red carpet. Through this participation in the event, Colgate is building awareness for its brand and associating itself with all the bright smiles seen on the red carpet.

?Since the CPG market is highly competitive due to low consumer switching costs, among many other factors, it?s essential for brands to get creative with their efforts,? said Jay Hawkinson, senior vice president of emerging products at SIM Partners, Chicago. ?Social media traffic and engagement is extremely high during these awards shows, and brands can take advantage of that via social media campaigns.?

During the live chat, Colgate Optic White will be helping presenters, performers and winners prep in the Optic White backstage room before taking center stage.

Ms. Hale has compiled a list of glam tips to share, including exercising, accessories and always having an emergency kit on hand.

To kick off the awards show, Ms. Hale and Colgate Optic White will be co-hosting a 30-minute live Twitter chat today at 8 p.m. Ms. Hale will be revealing her style tips using hashtag #brilliantstyle, including how she plans to style her best accessory, which is her bright, white smile. 

Users can participate in the live chat and have the chance to win prize packs filled with Ms. Hale?s favorite things by following @OpticWhite and @LucyHale on Twitter. 

When purchasing a Colgate Optic White two-in-one Whitening Kit at select Walmart stores, shoppers will receive a free song download from Ms. Hale beginning Nov. 27. Users can go to ColgateHolidayTune.com and enter a code provided in the kit to download Lucy Hale?s version of Mistletoe.

These efforts mark Colgate Optic White?s first time on the red carpet.

TV networks are using mobile in different ways to interact with viewers.

For example, the 66th Primetime Emmy Awards leveraged smart remote mobile application Peel to drive online engagement with enticing social posts, driving retweets and shares to rope in viewers by offering free tickets to the show.

The Television Academy?s Facebook and Twitter accounts posted occasional notices, directing followers to set reminders to watch the Emmy?s using the Peel app. By retweeting and sharing those posts, followers entered themselves for a chance to win free tickets to the show (see story).

The Country Music Association Festival, which aired on ABC in August, partnered with music-recognition service Shazam to offer second-screen ads encouraging users to take a more in-depth look at the featured stars.

Offering behind-the-scene footage, additional performances, giveaways and more, the Shazam experience gave viewers a way to step further into the experience. Since those tuning in are there simply to enjoy the entertainment, and music fans are known to go the lengths for a closer look at their favorite singers, this lends a convenient opportunity for an app such as Shazam to engage viewers (see story).