There's an App for That: The KCAs Go Digital

This article from TV by the Numbers has an interesting breakdown of how Nickelodeon "upped the digital presence" of the Kid's Choice Awards this year and how they made the experience more interactive for today's tech-savvy kids (with parental supervision, of course).

The biggest changes in the KCA this year included:

• Fans being able to vote on Nickelodeon's mobile website and a variety of apps available for Apple products, Facebook, Twitter, and their SMS service.
• Livestreaming across a number of social media websites and the Nickelodeon website 
• Orange carpet coverage reminiscent of the Oscars' pre-show, with multiple cameras showing exclusive backstage content that was streamed live on the mobile apps and Nick.com, interactive polls, and real-time updates and photos.  
• The Global Slime Collection, a digital game played through Apple and iOS device apps where kids found slime hidden in photo galleries, news, and videos promoting the awards show.
• A KCA news blog, trivia, quizzes, and two games that were promoted through the Nickelodeon website as well as their virtual worlds and websites (Monkey Quest, Neopets, and Petpet Park).

This was interesting to me because it shows that it's not only adult audiences who are becoming more and more fragmented.  Rather than stick to traditional marketing by promoting the show on their channels, Nickelodeon advertised on across their multimedia platforms to ensure they reached all their potential viewers and made the promotions more engaging by creating the apps and games.