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Social Media Emmy: Australia's Scorched.tv


Quick Post: Congratulations to Ellenor Cox and team for winning the interactive Emmy for their TV show with Social Media Scorched.TV:

The guys that made Scorched.tv did a week workshop (the LAMP Residential) and a two-day workshop (LAMP Insights) at AFTRS with me on how to social media campaign their TV show. And while scorched.tv is not perfect – hard to build a ripple campaign when months get snaffled off you – they initiated those first crucial steps towards a social media entertainment future. A brave new world for film and tv directors and producers.

I’m back in Sydney (back from Singapore) tomorrow. Missed me? 😛

Laurel Papworth

Named by Forbes™ Magazine in the Top 50 Social Media Influencers globally, named Head of Industry, Social Media (Marketing Magazine™) and in the Power150 Media bloggers (AdAge™). CERT IV Training and Assessment certified trainer (Diplomas and Certificates etc) Adult Education. Laurel has manager Facebook Pages for Junior Masterchef, Idol, Big Brother etc. and have consulted on private online communities for banks Westpac, not for profits UNHCR & governments in SE Asia. Lecturer, social media, University of Sydney for 10 years and Laurel has 11,000 online students. Laurel Papworth personally connects to 6 million followers online and has taught around 100,000 people in the last 10 years how to be social media managers.

9 thoughts on “Social Media Emmy: Australia's Scorched.tv

  1. @shelisrael Aussie TV show w/ social media, Scorched.tv, wins interactive Emmy award http://twurl.nl/216taq I’m so proud of ’em 🙂

  2. @shelisrael Aussie TV show w/ social media, Scorched.tv, wins interactive Emmy award http://twurl.nl/216taq I’m so proud of ’em 🙂

  3. To be honest I thought Cassie’s contributions were somewhat offensive. And I have to wonder if the Scorched team don’t throw around the word “engagement” with a little bit too much reckless abandon. In most instances comments and messages I offered were never responded to. Infact Cassie’s YouTube experience could only be rivaled by that of Oprah – in for a month or so, then nothing more.

    I loved that on the same YouTube profile her age was given as both 18 and 20. (I guess that space time continuum stuff can mess you up bad!) I loved that despite this apparent dire lack of water she could invariably be seen swimming in a pool or being photographed in front of sizable rivers, even in humble Bourke. I loved how she subscribed to any Australian she could find on YouTube (actually, I did love that – I need all the subscribers I can get). [Take note everyone – sub4sub is alive and well. If you subscribe to someone they will be curious and check you out.] But mostly I loved her exit strategy, a humble comment on her YouTube profile:

    Thanks Guys,

    Yeah all that stuff aonCPN at Scorched TV is where I will be doing all my blogs from now on. You should really go and check it out. Let me know what ya think

    I’m not sure Australia needed its own LonelyGirl15, but I guess it got one anyway. I guess I am just grateful that in some ways it was painfully obvious. I mean what kind of vlogger has three or four cameras at different angles pointed at their heads during a vlog? And fortunately Australia reuses the same 30 actors in everything on television so Cassie’s alter-ego (Kate Bell) and former lives (Blue Water High, Home and Away) were easily identified.

    I guess this raises a lot of philosophical questions, but I am not sure this is necessarily any more “clever” than the Witchery Man-In-The-Jacket moment. But perhaps anything that reaches an audience is good publicity. Though, for the record, I didn’t watch Scorched on television and won’t be buying the DVD.

    John Lacey’s last blog post..Advertisers: Users Engaged ‘For The Sake Of It’

    1. yeah I know you weren’t a fan. And no real disagreement here, though obviously I know some of the constraints they had. But I’m glad they won. Cos next time, it’ll be easier to push for real engagement, and less ‘SM channels as broadcast’. Baby steps for everyone. By the way, I discussed in depth with one of the team exit strategies from SM campaigns, but like I said, they do what they can with what they have.

      Channel Nine changing the TV date from December back to October was a sucky thing to do. They won in spite of them. That’s what I’m happy about.

      1. I don’t mean to belittle the effort. The whole thing about taking fictional characters and bringing them to life on the web is personally very challenging to me because I deal in this online space with real people. I arrive with this expectation that people are who they claim to be. I was dumbfounded when Bridget Taylor on a recent episode of The Gruen Transfer suggested that:

        “…on line people in that space, people are used to be[ing] tricked and they don’t mind.”

        Let the record show that I mind… lol

        John Lacey’s last blog post..Advertisers: Users Engaged ‘For The Sake Of It’

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