Winner
Investigation Discovery – Surviving Evil
The first-person accounts from Investigation Discovery’s “Surviving Evil” are told by survivors of real crimes. And the strength to fight back against their attackers that each woman exhibits demonstrates not only their incredibly bravery, but also something empowering and inspiring for audiences. The digital campaign for the show includes top-notch pedagogical elements, such as 5 Tips That Could Save Your Life, a quiz-style microsite and app, and free public self-defense classes with Eve Torres at various New York Sports Clubs locations. Add to that a strong social media push, blog posts and media buys, and you have a well-planned campaign worthy of accolades.
 
Honorable Mentions
Big Ten Network – BTN TIEBREAKER: Cast Your Vote
To get fans pumped for BTN’s first feature-length doc “Tiebreaker,” the network engaged viewers with a sweepstakes directly related to the film’s subject. And giving fans a voice worked.
 
Comcast Cable – Comcast XOD
XFINITY used the Fall TV premiere season to help customers enhance their viewing experiences, all the while highlighting On Demand features via EW.com, social media and more.
 
The Hub Network’s My Little Pony Fan Favorite Poll
Using The Hub’s popular “My Little Pony Friendship is Magic” as a springboard, the net created a four-phase voting site on Hubworld.com for the fan favorite pony. The result? Great buzz and ratings for the net’s spinoff movie “My Little Pony Equestria Girls.”
 
Nickelodeon – NickMom – Tide’s Great MOM-ents in History
Through a short-form, online video series, this humorous collection shows famous moms throughout history doing laundry. Nick fudges the historical facts a bit, making it all the more silly. And certainly memorable.  
 
Turner Entertainment Networks – Occupy Conan sponsored by VW
Fans were asked to recreate their favorite moments from an episode of Conan, inspiring creativity and crowd-sourcing from the viewers themselves.

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