As this blogger was live-blogging the Twitter Top Trends went from having The Emmys and #emmys10 as two of the entries, to Tina Fey, Mad Men, Temple Grandin and it seems almost every presenter as part of the famous list.
Near the end of the telecast of the 62nd Emmy Awards, personalities in it served to dominate the Twitter Top Trends. That's never happened in Emmy Awards history.
In fact, as of this writing, the 2010 Emmy Awards still represents seven of the ten Top Twitter Trends. From top to bottom, the Top Twitter Trends are: Temple Grandin, Hugh Laurie, Jim Parsons, Emmy Awards, #emmys10, #somewhereintheworld, Modern Family, Indiana Jones, and Jane Lynch.
Twitter Used As Ambush Marketing
Encapsulated within the amazing dominance of The Emmys On Twitter were it seems countless numbers of tweets of observations and congratulations from people, studios, actors and actresses and companies. @BoironUSA, the self-described "world leader in homeopathy," using what is a new form of ambush cyber-marketing, held a tweet-related contest linking its Facebook page with its tweets to give out prizes for those who re-tweeted their tweets. A real smart use of Twitter to give visibility to a brand I've never heard of. @BoironUSA is not an Emmy Awards sponsor!
2010 Emmy Awards Dominates Social Media
According to SocialMention.com, the term Emmy Awards was mentioned on a website or blog every 15 seconds during and after the telecast. Twitscoop.com reports that as of this writing, Modern Family, the Best Comedy Series Award Winner is at the top of Twiter Trends, with 20,101 tweets devoted to it, and counting.
This shows a new phenomenon in media of television shows creating their own volume of social media activity that becomes a new form of impression marketing. Now, millions of Twitter users around the World know about Modern Family and of that many will want to learn more about it.
If we look over to Google Trends, the majority of hot searches concern the 2010 Emmys and people related to it. None of this could have happened were it not for a large television audience that's already plugged into communicating about their favorite shows online using Twitter. In retrospect, because the fans of these shows converge on Twitter, Twitter has become the unofficial online nexus for the 2010 Emmy Awards.
What all of this means for the future of media is something to be discussed because the unanswered question is how to effectively put this dynamic to use in the entertainment business. The 2010 Emmy Awards use of Twitter in the idea of having tweets of lines to introduce presenters did not go over well, and simply because it was not used properly.
2010 Emmys Host Jimmy Fallon referred to Twitter as the punch line of a bad joke rather than as a tool to help advance and promote the telecast. Much more could have been done and with dramatic results. Stay tuned.
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