As Hollywood removes its Spanx and nurses an after party induced ailment, the wash up to the 2012 Emmys unfolds in the US and the biggest winner of all was Modern Family’s cast thanks to the latest social medium.
While the diehard critics got to work quickly lamenting and waxing lyrical about Mad Men losing to Homelandand Jon Cryer and Kevin Costner winning awards for acting, other news services dedicated columns, blogs and entire segments to the colour yellow, the after parties and Homeland star, and newly minted lead actor, Damian Lewis’ British accent.
Meanwhile Sofia Vergara and her co-stars were creating news of their own on a relatively new social network called WhoSay.
The 40-year-old and her cast mates including Eric Stonestreet and Jesse Ferguson posted photos of her cleavage and other famous curves as well as a video of her dancing to Enrique Iglesias' song I Like It at an after party.
Sarah Hyland also jumped on the bandwagon and posted videos of the cast and crew’s reactions when they were announced winners of their four Emmy awards.
While other actors and actresses were posting and posing for photos for Instagram and Twitter, like New Girl star Zooey Deschanel did with her mum, the savvy Modern Family team took to WhoSay to show their fans how they celebrated and gave the media access to “insider” images and videos – which are watermarked with their name and can only be shared and accessed by signing up.
A number of celebrities have taken to the site, including Tom Cruise and Gwyneth Paltrow, but the Modern Family cast certainly stands out as taking full advantage of the photo and video sharing network which brands itself as a “media management site for people in the public eye”.
Even little Aubrey Anderson-Emmons, who plays Cam and Mitchell's daughter Lily on the show, has her own WhoSay account and posted a photograph of her with Stonestreet at the awards saying "so proud of my TV daddy".
Exactly why celebrities have fallen in love with the site isn't clear but perhaps the exclusivity has appeal - anyone with either a Twitter or Facebook account can view the content but account members must be invited to join. According to a statement, since July it has gained “more than a thousand members that in total have more than a billion connections via social media networks and allows artists and athletes to share their work, their lives, their favourite things”.
So far the social media offensive is working out well for the popular sitcom. Vergara's Emmys wardrobe malfunction made headlines around the world and her breasts alone yesterday gained hundreds of fans in less than four hours. Who needs critics?