Winner
2013 PGA Championship/Jason Dufner NYC Media Tour
Turner Sports
When PGA champ Jason Dufner went on a media tour in NYC after the Championship, Facebook chronicled his whereabouts and all the behind-the-scenes action. Moreover, partnerships with other media outlets like Howard Stern and “CBS This Morning” helped increase the posts’ reach, particularly with non-golf fans. Added components to PGA’s Facebook creativity: a “Guess the Course” game featuring scenic photos of courses throughout the world, which gets fans guessing and sharing like mad; “A Quick Nine” love list on a particular topic, generated solely by fans; and a “Golf Buzz” water cooler on social golf conversations.
 
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.
 
CNN – Instagram Video Q&A for activist Malala Yousafzai
Instagram users posted video questions for the 16-year-old Pakistani activist Malala Yousafzai, identified by the hashtag #AskMalalaCNN. CNN anchor Christiane Amanpour then included some in her interview with her.
 
Sportsman Channel – Aporkalypse Now
Mmm, bacon. Capitalizing on the fact that about 70% of sportsmen are social media users, Sportsman Channel engaged fans with posts, questions, contest videos and more, about pigs. And bacon.
 
Turner Sports  – NCAA March Madness Live Coke Social Arena
Live streaming during the tourney proved extremely valuable to NCAA fans. The Coke Zero Social Arena took it a step further, allowing fans to follow tweets, chat with others, watch games and identify the key moments of the contest.
 
Univision Communications – Univision Deportes “La Quiniela”
With Univision Deportes’ “La Quiniela” app (Spanish for “The Predictor”) users could guess the outcome of the FIFA Confederations Cup, with fans getting points for participation as the app of course encouraged friendly competition amongst friends.

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