Winner

ESPN – So Disrespectful
“First Take” hosts Stephen A. Smith and Skip Bayless like to disagree when discussing NBA star Lebron James. So ESPN made a viral video of it. Producer DJ Steve Porter—a specialist in viral videos—created the YouTube mashup “So Disrespectful,” a sequel to “All He Does Is Win.” It combined show clips, sound bites and some action play and got more than 300,000 views in two days. After six months IT surpassed 1.1 million views. The video was also aired on linear TV and was part of the show’s content during the first day of the NBA season. ESPN-branded social media accounts aided the video’s growth in popularly as well. And most importantly, it’s hilarious.
 
Honorable Mentions

A&E – Duck Dynasty Season 2: On Air Integration
Fans had a chance to hangout (Google+-style) with The Robertsons, tweet #DuckMyRide for a spin in a limo tricked out in camo or win a Chia Willie Pet. ‘Nuff said.
 
Bravo Media – Around the World in 80 Plates
The network created the 80 Plates Tweet Challenge, where viewers raced to a secret location to find tickets to the show’s far-flung locales, and the Fill-A-Jet Sweepstakes, which gave fans a chance to win plane tickets after filling virtual jets with Facebook friends.
 
Hallmark Channel – Countdown to Christmas Campaign Holiday 2012
Hallmark Channel does Christmas like no other net. This past holiday season’s efforts included a “wish map” app on Facebook for expressing holiday wishes and sentiments and a “Heart of Christmas” game app where users could search for hidden Christmas-themed objects.
 
HBO – Game of Thrones Season 2: Pledge Your Allegiance
“Game of Thrones” fans had the opportunity to pledge their allegiance to one of the five warring families in GOT’s Westeros. Those allied with the winning house received much-coveted artifacts, like props from the show and signed memorabilia.
 
HBO – True Blood Season 5 Makers Day
Vampires on “True Blood” are indebted to the “Makers” who turned them. To create buzz for season 5, HBO created “Makers Day” and an app which let viewers thank those who turned them on to the show.
 
Time Warner Cable Sports – “One Home. One Goal” campaign
To promote Time Warner Cable’s launch of its two LA-based regional sports nets, the MSO enlisted Lakers fans to tweet about the networks and ask their TV providers to carry them.

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