THE 14TH ANNUAL SHORTY AWARDS

The Shorty Awards honor the best of social media and digital. View this season's finalists!

Special Project

Special Project
From the 6th Annual Shorty Awards

Coca-Cola: Doc Pemberton

Entered in Food & Beverage, Brand on Twitter

Objectives

Doc Pemberton is the 182-year-old digital reincarnation of Coca-Cola's beloved southern gentleman inventor. And much like his invention, Doc P’s charming and witty tweets make him a refreshing follow and have helped propel him to the #1 brand personality on Twitter. -Doc Pemberton's unique humor and quaint charm has made him the #1 followed corporate mascot on Twitter (for two years running). -Doc Pemberton became the #1 brand character on Twitter through sheer personality and writing, beating out more famous personalities who regularly appear in national TV commercials. We won’t name names. -Doc Pemberton’s inventive spirit didn’t stop at the world’s most popular beverage. He’s also been known to invent some trends of his own: #BeardCatting, #PemberPuns, #PemberPonders, #ThingsIHaventProvenButFeelAreTrue. -Doc Pemberton is never without a point of view on the things everyone is talking about, bringing his unique twist to top trending topics like #SixWordFilmPlots, #WhyISmile and #ThatAwkwardMomentWhen – as well as the latest in fashion, entertainment and the news. -Where Doc Pemberton has found the greatest success is in forging relationships with his followers, whether it's returning a follow or penning a personalized sonnet for one of his biggest fans. -He also won’t pass up a chance to help his followers enjoy his beloved invention, through interactive promotions like Tweeter of the Week, #WheresDocP and customized bendy straws. -No longer just a brand mascot, Doc Pemberton has achieved influencer status on Twitter and become a friend to those who follow him.

Strategy and Execution

https://twitter.com/docpemberton #BeardCatting: https://twitter.com/docpemberton/status/395338578298822656 #PemberPuns: https://twitter.com/docpemberton/status/410445050477555712 #PemberPonders: https://twitter.com/docpemberton/status/307162785442324481 #ThingsIHaventProvenButFeelAreTrue: https://twitter.com/docpemberton/status/328987304221872128 #SixWordFilmPlots: https://twitter.com/docpemberton/status/289546869607120896 #WhyISmile: https://twitter.com/docpemberton/status/314856160899522560 #ThatAwwardMomentWhen: https://twitter.com/docpemberton/status/359478484357222401 Customized bendy straws: https://twitter.com/EmeraldWizardAE/statuses/432209369841672192

Media

Entrant Company / Organization Name

Wieden+Kennedy

Link

Entry Credits