Oxygen Media/NBCU - Oxygen Media, "My Inner Bad Girl"
Oxygen Media, "My Inner Bad Girl"
Finalist Video Sharing (excluding YouTube)
Oxygen: Jennifer Kavanagh, vice president, digital & new media marketing; Farrah Falcone, director. Wiredset: Grant M. Johmann, vice president, marketing.
Oxygen media used its own hit series and an online social network to let viewers be part of The Bad Girls Club. A "My Inner Bad Girl" Facebook widget tagged a profile with a dynamic video feed about any favorite cast member. Stats about the character and video highlights from the show coursed into the social media universe, grabbing new fans of the show and serving loyalists with fresh content. The campaign demonstrates how online video content can be parsed into targeted viral packages that viewers use to personalize their sites and express themselves, perhaps making digital video the multimedia equivalent of the ringtone.