James Cordon hosted the event and at the beginning of the night introduced this new way of voting. The category was Best British Video. This included names such as One Direction, Ellie Goulding, Calvin Harris, Naughty Boy and John Newman.
People were given hashtags to use to vote via twitter. An example of one of the hashtags was #BRITsOneDirection. Viewers of the show could vote throughout and this was the last award to be given of the night one all the votes and data had been counted.
It was called 'the social vote' and it created a new element to engaging with the audiences at home without them having to pick up the phone and pay.
This tactic worked really well and there was so many votes on Twitter that it will be interesting to see how this tactic will be adopted in further shows to increase engagement with the 'at-home audience' and online community.
The winners of this award were One Direction.
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