9th Annual Shorty Awards Categories

All finalists have been announced, stay tuned for more updates about the 9th Annual Shorty Awards on April 23, 2017

Brands & Organizations

The Shorty Awards honor the talented agencies, brands, and industry leaders behind the best and most innovative work on social media channels, campaigns, websites and applications.

Best Multi-Platform Campaign

This award honors the most effective and creative campaign spanning multiple digital and social platforms. Entry should describe how content was modified and enhanced for each platform, worked together to create a unifying message and succeeded in meeting its goals.

For campaigns integrating across digital and traditional media channels, see Best Integrated Campaign.

See previous winners and honorees here.

Finalists

finalist
gold
Mr. Robot Season 2 Multi-Platform Campaign
To promote the Season_2.0 premiere of USA Network's hit show Mr. Robot, USA, ISL, and VaynerMedia created a robust social media campaign which shattered the expectations of traditional TV marketing through unconventional outreach. The mission was to incite a digital fervor and ignite mass awareness in anticipation for the July 13th premiere.
finalist
silver
A Unicorn-ucopia of Marketing Wins
The film may have a kick-ass story, a bad-ass hero, and enough ass-accentuating spandex to make moviegoers blush, but the Home Entertainment success of Deadpool is thanks to imaginative original content that was unequivocally Deadpool – in the voice of Deadpool himself. By specifically tailoring each initiative to the channel it lived in, we aim...
finalist
Activision Launches Interactive Takeover Adventure for Call of Duty: Infinite Warfare
To reveal the long-awaited installment of the $10B Call of Duty franchise: Infinite Warfare, Activision infiltrated the best-selling game of 2015, Call of Duty: Black Ops III, to engage gamers directly with a special message in an interactive adventure like never before. Together with Resolution Media and OMD, Activision launched an integrated d...
finalist
Starbucks Brings the #GoldLife to Millions of Customers
In January 2016, Starbucks had one of the best loyalty programs in the world. Eleven million members strong and growing, "My Starbucks Rewards" was touted as industry-leading by media and investors. Then, in February, Starbucks made a surprising announcement: after much consideration, the company would replace the existing loyalty program with a...
finalist
audience
Swiss Army Man "Meet Your Best Friend Manny"
Swiss Army Man is more than a film about a farting corpse, it's a coming-of-age film about friendship, imagination and heart. Working with A24, we created a campaign around these themes by inviting audiences to text, play and befriend the film's main character, Manny (played by Daniel Radcliffe).

Nominees

Mary Kay’s “I Can…” Campaign
Since 1963, Mary Kay cosmetics has helped enrich women's lives. Mary Kay product is exclusively sold through its direct-selling model of Independent Beauty Consultants (IBCs) across the United States. The company's rich direct-selling legacy is a testament to Mary Kay Ash's commitment to giving each customer a truly personal experience around beauty and, ...
#KITKATCHALLENGE musical.ly campaign
In November 2016, Kit Kat partnered with musical.ly and their agency Collab to launch a program to promote the four-day musical #KitKatChallenge, an extension of Anomaly's Chance the (W)rapper campaign that remixed the classic Kit Kat jingle. It was the first brand integration for musical.ly with an iconic chocolate brand, and non-beverage CPG brand.The g...
#LiveFromLV
#LiveFromLV had two primary objectives:1 ) Awareness:Showcase Las Vegas, and MGM Resorts, as the ultimate New Year's Eve travel destination, especially on the west coast2) Develop Las Vegas intention which could lead to later conversion:Increase Las Vegas and MGM Resorts intention, prior to January 2017 booking period Develop retargeting lists from those ...
#SayItWithPepsi Influencer Activation at Walgreens
PepsiCo wanted to be a bigger part of the social conversation this past summer. With limited edition packaging and the #SayItWithPepsi hashtag, the aim of this influencer campaign was to drive engagement and ultimately purchases of the Pepsi Emoji product-line at Walgreens stores. Content created in the campaign was designed to encourage the millennial ta...
2016 MTV EMA
Every year, the MTV EMA is the world's biggest night in music, and our multi-platform strategy strives to make it the biggest EVERYWHERE. Our 2016 digital and social campaign set out to engage our worldwide audience on the platforms they care about, integrate sponsors through unique fan-focused EMA social opportunities, and finally, make EMAs THE number ...
A Piglet within Tele Sena Social Network
Tele Sena is a single payment capitalization bond, released in November 1991 by Silvio Santos Group (SBT TV). There are five types of prizes in each campaign, and if you should not win you may redeem 50% out of the amount paid after one year. The objective was channelling all the confidence and credibility of Tele Sena to social network, bringing together...
ALEX AND ANI
Our #CARRYLIGHT campaign is aimed to empower and connect individuals to the history and symbolism of the Statue of Liberty, as well as themselves. With the introduction of our LIBERTY COPPER Collection, ALEX AND ANI wanted to encourage consumers to draw inspiration from Lady Liberty, and recognize the light they bring to the world. We asked people to answ...
Activision Launches Innovative Multi-Platform Reveal Campaign for Destiny: Rise of Iron
In order to drive pre-orders of the latest expansion in the popular Destiny video game series, Activision sought to create maximum awareness and engagement ahead of the game's highly-anticipated launch. Activision looked to digital media, including search marketing with a particular focus on social media to:- Bring consumers live action game trailers and ...
CNN 2016 Presidential Election
Wherever you were in 2016, no matter the app or platform, CNN was there—from the first Facebook Live by a news organization to choose-your-own-adventure explainers on Kik. It was an action plan mapped out over 24 months, leading to 24 hours of non-stop, wall-to-wall coverage.
CNN Heroes: Real-Time Messenger Vote and Multi-Platform Campaign
CNN's vision is to be the worldwide leader in mobile and video news storytelling. Continuously looking for new ways to connect with their audiences, CNN wanted to create a unique experience for fans around their award winning television special CNN Heroes. The goal was to reach and engage new audiences and create a more personal experience.
CSR2: Ultimate Racing Challenge
A global phenomenon, CSR is one of the top, racing mobile games on the market with over 190 million downloads to date. Building off the success of the first instalment, the campaign's objective was to drive excitement and awareness for the sequel, re-engage players of the original CSR game title, while acquiring new players and driving game installs. Targ...
Call of Duty: Infinite Warfare “Zombies in Spaceland” – Unleashing a Global Zombie Outbreak through
Activision sought to engage fans and create a cultural conversation around Call of Duty: Infinite Warfare to drive game pre-orders and awareness among new audiences by leveraging the broad pop culture appeal of their newly revealed "Zombies in Spaceland" trailer. Showcasing new gameplay footage featuring the game's multi-player Zombie mode in fun and inno...
CanPlan Kickstarter Campaign
After Sharon Kim's mom passed away from cancer, she made it her goal to give other fighters a chance to have a different end to their story. Thus, she quit her corporate job to spend the next two years of her life creating CanPlan, a one of a kind planner made to help patients and caregivers fight cancer day by day. Her vision was to give all those who've...
Capital One's March Madness #RoadToOne Campaign
As a Corporate Champion Partner of NCAA's March Madness tournament, we set out to be the most famous, talked-about brand across the Men's NCAA Basketball Tournament. Our goal was to create an engaging experience that broke through the March Madness media frenzy. Our #RoadToOne social media campaign focused on creating a seamless experience for college bas...
Carnival Horizon - Ship Name reveal
A creative way to announce our newest ship name and Generate Buzz! Ship name: Carnival Horizon
Carnival Vista Cruise with Eh-Bee Family
Partner with the Eh Bee Family to showcase the on-ship and off-ship offerings of Carnival Vista, increasing scale of Carnival Vista product content through their massive organic audience and expand Carnival's reach to an new very engaged audience. The Eh-Bee's were selected as they embody the "come as you are", "dance like nobodies watching" personality ...
Countdown to Christmas 2016
Reinvigorate our audience of W25-54 that Hallmark Channel is back with a packed schedule of movies this Christmas.Position Hallmark Channel as the prime destination for Christmas to view content with family and friends.
Cuisinart x Coolhaus at SXSW
Cuisinart's goal in partnering with Coolhaus to co-brand an ice cream truck during the interactive portion of SXSW 2016 was two-fold: to increase social media interaction and communities across multiple platforms, and to put the brand in front of a younger demographic. Cuisinart is a mature brand that manufactures a wide variety of kitchen electrics, cook...
Donald Eres Un Pendejo
Ilegal Mezcal is from Oaxaca, Mexico which is very political and has a long tradition of protest street art. Our Donald Eres Un Pendejo campaign is very much in with that tradition.Our goal throughout the Donald Eres Un Pendejo campaign, which launched in July of 2015 and continues now, has been to give voice to and unify the community that is in oppositi...
Dr Pepper College Football #LarryNation
In 2016, the Dr Pepper College Football digital campaign set out to reinforce our role at every college football gathering, from tailgates to homegates. Social and digital content, produced by The Richards Group, intended to create more meaningful interactions with college football and Dr Pepper fans, while also driving purchase intent and brand advocacy....
Dreams take flight at PolyU - #PolyUDream
Do you dare to dream? The Hong Kong Polytechnic University (PolyU) is a place where dreams take flight and become reality. We welcome students and academics to be part of this exciting journey. The aim of this "Dreams take flight at PolyU" campaign is to enhance brand awareness of the University by encouraging our external and internal stakeholders to sha...
Dremel Maker Days
The objective of Dremel Maker Days was to create a unique promotional event for Makers geared towards generating a YoY increase in sales during a seasonally flat sales period (August). While keeping this objective in mind, our organization wanted the promotion to remain in line with Dremel's mission of empowering people to complete creative and fulfilling...
E! News "BE POP CULTURED"
"E! News" recently consolidated its linear and digital divisions to effectively deliver pop culture and entertainment news to consumers 24/7 on all screens. The objective of the campaign, "BE POP CULTURED," was to capture the spirit of this new "E! News" and reflect the brand's dominance as the news leader covering celebrity, movies, fashion, beauty, lif...
Family Planning Voices
Family planning saves lives and helps ensure educational and economic opportunity for women, girls, families, and communities. It is also a deeply challenging and complex subject to communicate about, particularly because in so many communities across the globe, sexuality, education, and family planning remain taboo. Much of the sexual and reproductive he...
FoodTripping: 50 States in 50 Days
Zagat is all about bringing the experience of food and dining to their users. Now more than ever, many users are avid travelers looking for places to go. They also want to know where their food comes from. Through this #FoodTripping project, Zagat wanted to bring users LIVE behind-the-scenes access to experiences across the U.S., leveraging their industry...
Himalaya Men - Hate the Pimple
Every Indian Premier League cricket season sees brands trying to out-shout each other in an attempt to create impact. To break that clutter we needed a disruptive campaign that not only ensures that we grab eyeballs, but also has a positive impact on business improvement in sales and market share.
How TAKE5 Remixed the Candy Aisle
With chocolate, peanuts, pretzel, peanut butter, and caramel remixed into one bar, almost anyone who tries a TAKE5 bar, loves it. However, in a crowded candy aisle with competitors that spend 5 to 10 times as much as TAKE5, the candy bar often gets overshadowed. We set out on a mission to relaunch the TAKE5 bar to a millennial target that is trained to ig...
Ink Master Season 8 Live Finale
Increase tune-in and fan engagement through the use of social media prior to and during the Ink Master Season 8 Live Finale.
Interactive Palm Reading with Hulu’s Shut Eye
Leading up to the premiere of Hulu's new original series, Shut Eye, we wanted to drive awareness of the season 1 show about psychics in LA and encourage streams. To achieve this and leverage excitement around the show premiere, our objective was to build a social activation that encouraged users to interact directly with the TV show on Facebook, Twitter a...
JBL EON ONE Take Contest & Truck Tour
Our objective was to increase awareness of the new JBL EON ONE Professional PA system in retail and professional spaces. The primary goals included driving in-store and online sales while increasing brand authority for JBL and other HARMAN Professional Solutions brands. We created a national truck tour, featuring onsite demonstrations, live performances a...
MTV & Taco Bell’s Fan-Fueled Film
The Taco Bell Foundation launched their Live Más Scholarship in the Fall of 2015 with the goal of offering $1M in scholarships to the next generation of innovators, creators and dreamers. It's a one-of-a-kind opportunity to support the "other kid," whose passions and aspirations may not fall into "academic" or "athletic" qualifying categories of tradition...
Miss USA: #FindingMiss52 Campaign
Our objectives were two-fold: 1) raise social media awareness for Miss Universe dress sponsor, Sherri Hill, and 2) promote viewership of the 2016 Miss USA Competition on FOX and tap into a broader audience base.
Mrs. T’s Pierogies Inserts Itself Into The Pop Culture Conversation
Objective #1: Improve reach of brand content by increasing paid support and adjusting targeting measures across all social channels. Objective #2: Continue to listen to the social conversation - specifically topics trending among our target: millennials - and insert Mrs. T's into appropriate pop culture moments where the brand has an authentic message to ...
NBC News: Election Confessions
Tell us what you really think. What are your thoughts on the presidential candidates? How do you feel about the election and the state of our country?Throughout the 2016 campaign, NBC has asked Americans to share their innermost thoughts anonymously—in numerous formats, across many mediums—on an election that people have very strong opinions about, but ma...
Not Safe For Daytime
NOT SAFE FOR DAYTIME is an edgy new series of digital videos on Youtube that highlights and promotes CBS Daytime's popular programs. The webisodes include inventive original skits, pop culture parodies and viral video spoofs, and feature stars from CBS Daytime's #1 lineup, "Let's Make a Deal," "The Price is Right," "The Young and the Restless," "The Bold ...
Patrón Cocktail Lab — the intelligent cocktail recommendation platform
ChallengePatrón enjoys tremendous brand equity and dominates the ultra-premium tequila market — 7 out of 10 bottles sold are labeled Patrón. And yet, most people think of enjoying their tequila as a shot, bottle service, or in a top-shelf margarita.We needed to change that perception to increase growth in the U.S. and internationally as new competitors we...
Queen Sugar
Queen Sugar is a, "sweeping family drama series that explores the intricacies and nuances of family life that we all experience." But more than that, Queen Sugar is also about another family: the #InclusiveCrew that created it.Our target audience cares about both "family" and "inclusivity". The Queen Sugar social campaign married the two concepts to tell ...
Rock The Troops
To drive engagement and social conversation around Rock The Troops, and raise tune-in to the premiere.
Shoes So Fresh
The purpose of this integrated campaign was to increase brand awareness, familiarity and social engagement with Finish Line and change people's perception that it is an underdog in the category.
Silicon Valley Season 3: Digital World Building
To continue endearing Silicon Valley to a set of influential, tech-savvy fans, HBO used a variety of digital tactics and strategic partnerships to extend the storylines of the fictional Silicon Valley world into the real world. A highly choreographed program of easter egg websites and digital presences, combined with key strategic partnerships with real l...
Skype Hearthstone Academy
Skype challenged 1000heads to engage the social community in a way that would encourage them to actively use the Skype product and shift their perception of Skype as a one-to-one video-calling tool into a mobile-first, group features driven communication tool.The goal of Skype's social and influencer program for FY '17 (July 2016 – June 2017) has been to ...
Starbucks Holiday Red Cups Return
In a particularly fragmented holiday season, Starbucks wanted to generate and sustain excitement for this year's red cups, even as holiday shoppers spent more time online, and less time hitting the shops.
THE 70TH ANNUAL TONY AWARDS: A BOUNDARY BREAKING INTEGRATED ONLINE EXPERIENCE
To celebrate the 70th anniversary of the Tony Awards®, we wanted to pay tribute to an incredibly rich heritage while celebrating a season of unparalleled creativity and innovation that would pave the way for tomorrow. We know theatre is often considered a niche industry with a very specific audience, but our goal was to make sure that history would have i...
The Citi Double Cash Card Means What It Says Campaign
In 2014, we launched the new Citi Double Cash card with creative work that clearly communicated a new benefit in the cash back card category: 1% cash back on purchases, another 1% cash back as you pay for them. While other cards encourage people to spend, spend, spend in order to see rewards, Citi wanted to reward people for more than just spending. A cas...
The Real Housewives Awards
Since 2016 was an election year, Bravo Digital decided to put a political spin on our third annual "The Real Housewives Awards" and honor the most unforgettable and buzziest moments from Bravo's most popular franchise. The categories got a presidential makeover and ranged from "Secretary of Shade" to "Speaker of the Housewives" to "Plastic Surgeon General...
Transforming the Course with Microsoft Cloud
Microsoft wanted to showcase how the use of their Cloud offering can help businesses be more efficient and effective in an environment that was enticing for the primary audience. The problem is, the Cloud marketplace has grown increasingly cluttered, and there is little differentiation between brands. Amazon Web Services is a formidable competitor, and Go...
United Airlines “Team Behind the Team” Olympics Campaign
United has been a sponsor of the United States Olympic Committee for 35 years. But we're more than that. We're true partners, supporting Team USA by flying Olympians and Olympic hopefuls around the world to pursue their dreams. Day in, day out, year 'round. We are "the team behind the team" on the athletes' amazing journeys, and with the 2016 Summer Olymp...
Viralocity
Comedy Central's VIRALOCITY is a custom short-form franchise created by our team to comment on the world of marketing. Set at the titular (and fictional) branding agency, the team at Viralocity advises athletes and celebrities on the only thing that matters in the world today: Building the Brand. We follow these highly capable yet highly flawed marketers ...
Volkswagen Launches #VWadventure
Volkswagen and Rooftop Agency had two opposing business challenges;Find a new audience for an existing model, the Tiguan, and an all-new model, the SportWagen AllTrack. While dissecting the appeal of the two models, it became clear that while they were very different, they had one major thing in common - the consumer in question was the elusive urban week...
WWE SmackDown Live Premiere and WWE Draft
With more than 895 episodes, WWE SmackDown has been a staple of sports-entertainment primetime television since its debut in August, 1999.The 2nd-longest-running episodic prime-time program (behind only WWE Monday Night Raw, at 1,222 episodes), WWE announced it was moving SmackDown from its USA Network Thursday timeslot to a new LIVE Tuesday night 8-10 p....
WWE WrestleMania 32
WWE WrestleMania is the premiere annual event for World Wrestling Entertainment (WWE), bringing hundreds of thousands of the WWE Universe – our worldwide fans – to our host city to celebrate the culmination of WWE's storylines at our largest, grandest showcase of the year.WWE WrestleMania 32, held April 2, 2016, was the most attended event in WWE history,...
We the Voters: 20 Films for the People
We the Voters is a groundbreaking social impact and web campaign designed to inform, inspire and activate voters nationwide with fresh perspectives on the subjects of democracy, elections, and the U.S. governance in a new, accessible, non-partisan format.
World Polio Day
Rotary International launched its 4th annual World Polio Day campaign with one goal in mind: to create a global day of awareness highlighting collective efforts to end polio. Rotary's campaign to eradicate polio began in 1985 when the disease was rampant in 125 countries. Since then, Rotary and its partners have made significant progress, reducing case co...
Xbox Elite Controller Campaign
Drive increased purchase intent and positive sentiment around the Xbox Elite controller during the weeks in December 2016 leading up to holiday. With previous content underperforming and level of discussion stagnant, we aimed to improve conversation levels/volume across social media and ultimately drive increased purchase during the competitive holiday ti...
You think it's an easy job to win trophies? feat. José Mourinho - Top Eleven
The start of the new soccer season saw José Mourinho take on his latest challenge. As the new manager of Manchester United Soccer Club all eyes were going to be on him and his players. Many brands from different industries were going to tap into the buzz that comes from high-profile live Premier League soccer games and it's leading men, such as Mourinho....
eBay Holiday 2016
Drive consideration of eBay as a holiday shopping destination by positioning it as the place for inspiration in giving thoughtful gifts.
‘The Most Frustrating Chore’ Goes Viral
In May 2016, FoldiMate, a startup based in Sunnyvale, Calif., reached out to UPRAISE with a single request, making their product – a laundry-folding machine – go viral. And do it in two months. Charged with that task, UPRAISE started an aggressive media relations and social media campaign to get an unknown company into top tier publications and news websi...

About the Shorty Awards

The Shorty Awards honor the best of social media.

Millions of people participate in The Shortys to recognize individuals and organizations producing great content on Twitter, Facebook, Tumblr, YouTube, Snapchat, Instagram, YouNow, Musical.ly, Vine and the rest of the social web.

The 9th Annual Shorty Awards were held April 23, 2017 in NYC and streamed to the public.