With so much going on with all the families on “Modern Family,” a photo album of highlights from the past season works as a great walk through highlight’s of the series, and makes audiences feel like distant relatives themselves by thumbing through.
While something like this could have been executed as a simple photo gallery with simple captions, ABC utilized a sponsorship to make a rich and detailed experience, highly designed with “photo album” elements. With almost every page, there’s also exclusive, never-before-seen clips from the respective episodes.
I really like the editorial choices that went into putting the book together, as it really presents a cohesive, loving picture of the families and each character’s latest ups and downs. It’s kind of funny too, in that as the series has a faux-documentary style with no context (ie who is shooting this documentary?), the same applies to this memory book… I could see Cam putting it together, but it’s as if the same faux-documentarians built this book as well!
In addition to the memory book, the extension also has a “Make your own family portrait” for people to send as an e-card and spread the word about the album, and a big contest involving family stories. However, this is also a great looking app on the show’s Facebook page!
(As a “Social TV” aside, interesting that while the “Modern Family” Facebook page has 6 million likes, each post has about 1,000 likes or so… I wonder why that isn’t higher?)