Winner
Oxygen Media, LLC – The Glee Project Social Media Campaign
Getting people psyched about a show premiere is one thing. Keeping people interested throughout a show’s entire run is another. OK, so Oxygen had a clear advantage with this one. Gleeks—that’s fans of the show “Glee,” for the uninitiated—are social by nature, and that’s who the network was targeting, in addition to its core audience of women 18-34. But the network chased them down on every platform—Twitter, Facebook, YouTube, Tumblr, GetGlue and the net’s water cooler chat space, OxygenLive—to sufficiently capture their attention. And that they did. The Tumblr site in particular was genius. Crafted like a high school newsletter, the feed featured user-generated content including graphics, fiction and animated clips. The show’s social media networks increased 909% from premiere to finale, and social mentions came in at around 700K. Polling, trivia contests, news and engagement with show contenders roped them in.
 
Honorable Mentions
 
360i – Bravo Top Chef Just Desserts: Surprise & Delight
 
Central Florida News 13 – The Case Against Casey Anthony
 
Crown Media Family Networks – Hallmark Channel’s Countdown to Christmas
 
Discovery Communications – Science’s An Idiot Abroad Social Media Campaign
 
IN DEMAND – Movies On Demand Facebook App

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