CableFAX 2009 Program Awards: Best Online/Mobile Extras for a Linear Show
WINNER: SONNY WITH A CHANCE, DISNEY CHANNEL
The irony of a sitcom starring a tween actress playing a tween actress on a tween-themed sketch comedy show is salient. But hey — it works. And as usual, Disney understands its young audience well enough to supplement the show with plenty of extras for Internet-savvy viewers. The irony of its robust online show extras? You can play games and watch videos about Sonny… but also play games and watch videos about the fictional show within a show called So Random. We’re so confused! But alas, it doesn’t matter because the incredible care Disney takes to make its online extras engaging and fun goes beyond the call of duty. Fans of the show spend hours on its site. But which show? The real one or the fictional one? Ahhhhhhhh!!!
Honorable Mentions:
Bizarre Foods with Andrew Zimmern (Bizarre Foods in the Kitchen), Travel Channel: Zimmern fans always get the 360 experience, including mobile and online goodies such as highlights, bloopers and deleted scenes from every episode at TravelChannel.com. But a Zimmern-hosted Web cooking series for meals inspired by the show? Priceless.
Most Haunted Live: Gettysburg, Travel Channel: This seven-hour live event took audience interaction to a new — and somewhat otherworldly — level as viewers took part in the investigation. Eight live webcams around Gettysburg let viewers monitor the ghostly scene and text sightings or messages via mobile phone. People could even fax in "psychic art." Creepy.
No LOL in HIV Text Message Campaign, Cable Positive: Texting was the anchor of this campaign created by 17 young people at Cable Positive’s Youth AIDS Media Institute University, funded by Motorola. By sending keyword "NOLOL" to a special number, young people, the fastest-growing demo for HIV/AIDS, receive witty but poignant HIV messages on Friday afternoons — right before the weekend. Smart.
The Sunny Side Up Show Microsite and Dress Chica iPhone App, PBS Kids Sprout: In keeping with the learning theme of The Sunny Side Up Show, PBS has sprinkled the show’s microsite with a healthy mix of entertainment and education. And parents can even upload their Sproutlet’s favorite joke, story or picture. The endless combinations of outfits in the Dress Chica app keeps kids busy. Nice.
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