Billboard worked with Tumblr and a team of GIF artists to merge the second screen with the TV screen in real time.

What's a GIF good for? The Internet's favorite moving image format is inescapable on blogs and, increasingly, news sites, illustrating "Mad Men" recaps and livening up listicles. For this year's Billboard Music Awards, however, Billboard brought the GIF to a new frontier--live TV. With Tumblr and social agency Digital Media Management as partners, Billboard tapped noted GIF artists Mr. GIF and Deckhouse Digital to capture the night's ephemeral highlights in real time, the results of which were then broadcast moments later during commercial breaks.

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