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It’s Beyond the TV Screen, but is it Social?

By Samantha Wishman

According to a July 2010 Nielsen study on media multi-tasking, 75% of Americans use the Internet and TV simultaneously. Tying together Internet and TV content has not only the potential to create an enhanced experience for viewers, but also new possibilities for brands to engage simultaneously on both media platforms.
Recently, Fox Networks tried to capitalize on this TV-Internet opportunity by creating a social media component to their “Teen Choice Awards.” Partnering with Planet Cazmo, a virtual world for tweens and teens, they created a virtual beach party in the hour leading up to the awards show.
Partygoers created cartoon avatars to watch cartoon versions of New Boyz, Jason Derulo, and Kevin Rudolf perform on a cartoon beach (SMAC’s belle-of-the-ball avatar was named PartyGirl and had a blue spiky mullet and purple eyebrows). Our PartyGirl jumped off a diving board into the ocean, played with a volleyball by herself because no one would play with her, and tried to make friends through her dialogue box but was sad when no one responded.
It wasn’t the most fun party we’ve ever been to, but there were certainly lessons to be learned from Fox’s virtual experiment.
Bob Bain, executive producer of Teen Choice 2010 stated before the event: “We are excited to be working with Planet Cazmo and to have a customized virtual world for our site visitors to form communities, talk about the show, and extend the online experience.” Their objective was to create a community-based user experience beyond the TV screen, but it’s not clear that the beach party succeeded in fulfilling its goal. For PartyGirl, at least, it fell short.
First of all, it was hard to communicate. There were 53 avatars at the beach party when PartyGirl got there, and yet that didn’t translate into much more than 53 Mario Cart-looking cartoons walking around. No one was reading the dialogue boxes that pop up over the head of your avatar, or if they were reading them, they weren’t responding. Unlike Twitter, where the integrated feed makes engagement possible, discrete bubbles on the same screen are scattered and don’t naturally lead conversation.
Second: the question of avatars. While this might be a good way for younger kids to communicate, it seemed young even for the show’s teen demographic (the cheesy graphic design didn’t help). The appeal of most social networking sites is in engaging with your real friends and real celebrities through an interactive medium, not in creating a cartoon alias.
In spite of the beach party’s shortcomings, there were certainly ideas to praise. For example, performers directed partygoers to the merchandise vendor to buy the songs they were hearing on iTunes and Amazon (the vendor was a purple cartoon microphone with spiky hair). Effectively driving sales through the combination of TV and Internet could be big business.
Our takeaway: If a virtual beach party could create a community around the award show, or for that matter any live TV event, social media would add value not only for viewers, but for brands as well.

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