Winner
The Weather Channel – The Weather Channel Social
So we all know talking about the weather’s an icebreaker at awkward social functions. But The Weather Channel Social proved the topic can inspire all sorts of social interaction and conversation across social media channels. Live tweets about the weather were filtered from Twitter and aggregated on local forecast pages. TWCC also created 220 custom local twitter feeds, which provided localized forecasts every 3 hours. Weather aficionados essentially became citizen reporters, which TWCC on-air talent brought then into the conversation. A couple weeks into the program’s launch, it was tested with the onslaught of an earthquake in the Mid-Atlantic and Hurricane Irene. That Sat, Aug 27, more than 301K weather-related tweets were filtered—proving people are indeed up for chatting about the weather.
 
Honorable Mentions
 
360i – USA Network – Bruce Campbell/”The Fall of Sam Axe” Ask Me Anything Reddit Campaign
 
Scripps Networks Interactive – Food Network’s Communal Table: Thanksgiving Edition

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