The American Music Awards are getting even more engaging this year thanks to a partnership with chat app Kik that will offer fans a new way of enjoying the show with exclusive digital content.
Fans watching the 44th annual award celebration at home on Sunday will be able access photos and GIFs of presenters, performers and nominees by chatting with a custom AMAs Kik bot (@americanmusicawards). Throughout the night, users can chime in on the show by sharing clickable smileys, stickers and GIFs with their friends.
The undertaking is part of a new undertaking by the event's producers, dick clark productions, to expand the digital fan experience across new, non-traditional platforms.
"We're excited to enable Kik users to interact with this year's AMAs through our bot, from which they can request their favorite moments to relive and share with their friends," said Ariel Elazar, EVP, brand marketing & digital strategy at dick clark productions. "We look forward to Kik users interacting with the AMAs and are excited to personalize their TV viewing experience."
The AMAs will broadcast live from the Microsoft Theater in Los Angeles on Sunday at 8 p.m. EST on ABC. The nominations for the fan-voted awards show are led by Drake (with a record 13 nods), Rihanna (seven) and Adele and Justin Bieber (five).
This year's AMAs will be hosted by Gigi Hadid and Jay Pharaoh and will include performances by Lady Gaga, Bruno Mars, The Chainsmokers, Fifth Harmony and more.
The 2016 American Music Awards show is executive produced by Allen Shapiro and Mike Mahan, with Larry Klein, Barry Adelman and Mark Bracco serving as producers.