Nickelodeon's 'Kids' Choice Awards 2011'
Feb. 16, 2012
Team members: Jack Daley - Sr. Director, Digital Marketing, Julie Sun - Sr. Director, Digital Marketing, Jim Mollica - VP of Marketing, Christopher Nystrom - Director, Digital Marketing
About this entry
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 plain cool. We drove a record-breaking 200 million votes, earned 15 worldwide trending topics on Twitter, and were mentioned once every 3 seconds across the social web on the day of the show.
The case for why this entry should win a Shorty
Here’s why the 2011 Kids’ Choice Awards deserve to win for Best Use of Facebook in a Campaign, Best Social Media Campaign for TV & Best Use of Gamification in a Social Media Campaign:
In 2011, for the first time ever, Nick brought KCA voting to Facebook. Our fans were able to vote on different Nick pages and interact with the most amazing KCA feature of all - SLIME! Under the voting module was a slime meter that filled up after each vote was cast, and at the end of the voting experience, fans could actually use all of the slime they had collected to slime pictures of their Facebook friends and favorite websites. This app was the ultimate in gamification; rather than rewarding users with just points and badges, we gave them access to Nick’s signature slime and let them slime their friends. Photos could then be posted to their friends’ walls, driving more conversation around KCA and driving new users into the experience. In our first year taking KCA voting to Facebook we drove over 17 million votes!
In the spirit of gaming, we partnered with teen-targeted virtual world Zwinky.com to create a 3-week long program where users were rewarded for sliming their virtual friends. We created a community-wide multiplayer game where user participation was rewarded with KCA branded virtual items, points and prizes. Our top scorers were recognized at a KCA virtual screening party for the entire Zwinky community. The experience drove over 4 million virtual slimings.
But the experience didn’t end there – To give each of our fans their 15 seconds of fame, we created a Facebook app allowing fans to upload their photos to a digital billboard in the middle of Times Square. In the spirit of the KCAs, the photo was placed into a frame showing the user about to get slimed. When a user’s photo was on the billboard in Times Square, a camera across the street took a photo of the user getting slimed on the billboard, and then we posted the photo back to the user’s Facebook wall. The result was over 22,000 photos streamed on our digital billboard in Times Square!
Streamed live on Facebook for the first time ever was the KCA Orange Carpet pre-show, allowing fans to comment and share the experience in real-time. In addition, a wi-fi enabled photo booth on the carpet captured candid photos of stars on their way to the show. The photos were then posted in real-time to Nick's social profiles, providing engaging alternate content to the more polished, glamourous orange carpet pre-show.
'Nickelodeon’s Kids Choice Awards To Stream Live From The ‘Orange Carpet’ http://paidcontent.org/article/419-nickelodeons-kids-choice-awards-to-stream-live-from-the-orange-carpet/