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Tracey Morgan as he plays a Facebook and Twitter stunt at the Emmy Awards 2012 in LA. - Source: Reuters
Emmy Award host Jimmy Kimmel - known for his YouTube and Twitter-based challenges to his audience - used the awards show platform to prank the Emmy audience today.
Centre of attention was actor Tracy Morgan, who Kimmel used as his prankster in what turned out to be the social media flavour of the evening.
Morgan passed out on the main stage and was left there while the show went on, while Kimmel urged everyone in the audience and at home to tweet in unison "Oh my God Tracy Morgan just passed out on stage during the Emmys, turn on ABC now".
Kimmel's request ended in 25,000 immediate tweets and probably thousands of extra viewers who were not following the award ceremony on television, but who paid attention to their social media networks.