Best Social Media Campaign for Television
In the Seinfeld episode “The Pitch,” a TV executive famously asked George why someone would watch a show about nothing. His answer: “Because it's on TV!” Today, he might answer, “Because they’ll hear about it on Twitter and Facebook.” This award honors campaigns that have best used social media to launch a television series or special, or promote continued viewing of an existing series.
Winner
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Psych HashTag Killer
Produced by: USA Network
PSYCH’S HASHTAG KILLER Launched this past fall in anticipation of the season premiere of Psych, HashTag Killer (HTK) is a suspenseful murder mystery social game. The thrilling “whodunit” experience tooks fans of the show through an engaging Psych storyline specifically created for this experience, allowing them to send and receive messages directly with Shawn and Gus (series stars James Roday ...
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VH-1 Tough Love: Ditch or Date
Produced by: VH-1
On the VH1 reality series “Tough Love”, the show’s host Steve Ward attempts to help a group of eight single women finds "the one" by scrutinizing their nasty dating habits and submerging them into the dating pool. To promote the new season of “Tough Love”, drive viewers to the show and connect with fans in a new way, VH1 ...
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@CharlieSheen
Produced by: Bob Maron
Charlie Sheen was the fastest to one million followers. The highest paid for a single tweet. He invented the second most popular #hashtag (after #Egypt). @CharlieSheen was inescapable - a brand that permeated into every crease of the twittersphere and into every media outlet in the world. His foray into all things digital took the most public media meltdown ...
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HBO: Game of Thrones - TV campaign
Produced by: HBO
In today’s digitally-enabled world, advanced word of mouth can make or break a TV show or film at the hands of a core fan base. The GAME OF THRONES series of books by George RR Martin had developed an extremely rabid fan base that was ready to either embrace and celebrate the adaptation or reject and destroy it. Furthermore, the ...
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Bravo Top Chef Just Desserts: Surprise & Delight
Produced by: 360i
Bravo Top Chef Just Desserts: Surprise & Delight Goals & Objectives of Campaign/Initiative:BRAVO is a known market leader in the social entertainment space – reaching its passionate audience of digital early adopters through innovative programs that connect viewers with original programming and drive true BRAVO brand loyalty. Following a successful debut season of Top Chef Just Desserts, BRAVO wanted ...
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Beyond Scared Straight: Social Media Campaign
Produced by: A&E Television Networks
A descendant of Emmy and Academy Award Winning documentary SCARED STRAIGHT!, BEYOND SCARED STRAIGHT (BSS) profiles an innovative approach to keeping today's teens from becoming tomorrow's prisoners. With little budget to support the show through more traditional advertising, we utilized social media and targeted blogs to help launch BSS through word of mouth and buzz. Given the show’s powerful ...
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Bag of Bones: Social Media Campaign
Produced by: A&E Television Networks
Bag of Bones is A&E’s two part, four-hour mini series based on Stephen King’s 1998 award-winning novel. The story follows a distraught, recently widowed novelist named Mike Noonan to his secluded lake house where he battles his writer’s block, disturbing nightmares and terrifying visions. Ghosts that live in the house soon begin leaving clues for Mike that uncover a mystery ...
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Nickelodeon's 'The 90s Are All That' for Best Social Media Campaign for Television
Produced by: Nickelodeon
The ‘90s Are All That is a nighttime programming block on TeenNick featuring a rotating selection of iconic live-action and animated shows from Nick’s 1990s library. The block kicked off July 25, 2011, and airs Monday to Sunday from midnight to 2:00 a.m. The block was developed in response to overwhelming demand from fans of Nick’s groundbreaking original series from ...
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Nickelodeon's 'Kids' Choice Awards 2011'
Produced by: Nickelodeon
The 2011 Kids’ Choice Awards were about letting our audience’s voice be heard and allowing true interaction and participation. By creating an amazing voting experience on Facebook that gamified voting with Nickelodeon’s iconic SLIME, giving fans the chance to broadcast their images on our digital Times Square billboard, and more - we made experiences that were original, engaging and just ...
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Project Runway Fan Favorite
Produced by: A+E Networks
Lifetime assigned each Project Runway designer a unique hashtag (e.g. #PR9Anya) and users were encouraged to vote via Twitter all season to declare their Fan Favorite, who would win $10,000. All contestants were eligible for the entire season and the hashtags were promoted via lower-thirds and interstitials and real-time results were revealed within each episode.
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#SheenRoast Social Media Campaign
Produced by: Viacom (Comedy Central)
The #SheenRoast Dashboard was Comedy Central's home base for Roast content, which was comprised of a number of different social and interactive components. The "Hot on Twitter" interactive social tracker exposed the night's best tweets, along with updates from fans and talent from the dais. "Share the Burn" helped provide users with hot Roast videos to share socially, immediately after ...
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The Glee Project Social Media Campaign
Produced by: NBC Universal/Oxygen Media
With a nearly 1.6 million follower total social universe at finale, Oxygen’s cross-platform social media campaign for “The Glee Project” truly captured the attention of our target audience of social media savvy young women with up-to-the-minute show and contender news, content, and the opportunity to engage with talent. The robust campaign included an official presence on Facebook, Twitter, YouTube, Tumblr ...
