3rd Annual Shorty Social Good Awards Categories


See below for official categories. The regular entry deadline is August 29th, 2018.

From the 10th Annual Shorty Awards 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
Twin Peaks: The Return
For nearly 27 years, Twin Peaks drew people of all ages around the world to discuss and celebrate their favorite series through art, music, film, books, podcasts, websites, clothing, and more! Yet, there were no official social communities or a website giving long-time fans ongoing ways to engage or for newbies to learn about the series. ...
finalist
silver
Raw digital campaign
The award-winning, critically acclaimed horror film Raw is the visually decadent coming of age story of a young woman's sexual awakening and unbidden descent into cannibalism.We identified and targeted three audiences: arthouse film lovers with an appetite for original storytelling, millennial horror fans, and general moviegoers. The creative, c...
finalist
silver
mother!: Utilizing Mystery to Drive Conversation on Social
The film mother! was designed to get people talking, whether or not they loved or hated it, which made for a campaign perfect for the movie community on social. Fullscreen and Paramount Pictures partnered to take the film to Instagram, Facebook, Twitter and Reddit with the goal of driving conversation while keeping the secrecy of the storyline i...
finalist
bronze
Delivering Good
The fall of 2017 saw an unprecedented number of natural disasters in North America, including Hurricanes Harvey, Irma and Maria, earthquakes in Mexico, and wildfires in California. As part of the FedEx Cares "Delivering for Good" initiative, FedEx responded with our people, resources and network by providing aid and relief flights to those impac...
finalist
bronze
Delivering Top Content During Peak Shipping Season
In creating this campaign, we hoped to:1) Increase visibility and awareness for FedEx business initiatives, products, and solutions, with a focus on core business priorities during the Peak shipping/Holiday season 2) Enhance FedEx brand and reputation and increase favorability and preference for FedEx Additionally, we wanted to personalize the b...

Nominees

#UA747Farewell
#UA747Farewell was an initiative to honor United's 747 aircraft on its final flight from San Francisco to Honolulu. Known as the "Queen of the Skies," the Boeing 747 is a revolutionary aircraft that had built up a considerable fan base during its career and was loved by customers and crew alike. It's a masterful feat of engineering. With a unique upper de...
#Unite4TheFight: HRC & PPFA Host Digital Day of Action
We know that we are stronger when we stand united with our coalition partners! That's why we organized #Unite4TheFight: The Human Rights Campaign (HRC) & Planned Parenthood Federation (PPFA) Digital Day of Action on Twitter. As Trump, Pence and McConnell plotted the destruction of health care and the defunding of PPFA by blocking patients on Medicaid from...
'How-to' use Search with Social to Win Christmas
Tesco is a multinational grocery and general merchandise retailer. They have 148 stores in Ireland and they also sell groceries online. 2017 was a challenging year for Tesco. Reduced budgets saw the retailer fall back on a repeat of their 2016 Christmas creative, the re-use of TV ads, a reduced press budget and the closure of its traditional Christmas pr...
13 Reasons Why
We worked with our partners at Netflix to develop an integrated campaign for the launch of 13 Reasons Why. Our strategic vision was to tell a story that complimented the source material and felt relatable to our mobile-savvy target audience. As fans of the best-selling novel ourselves, we used our fan-first approach to excite book fans by bringing the mys...
4/20
When it comes to weed-induced cravings, nothing hits the spot like Wingstop Wings – at least according to twitter where this dynamic duo was mentioned together more than 22,000 times last year.Wingstop wanted to build on this momentum, create targeted buzz, and claim the holiday by speaking to a highly susceptible audience. So we took over an entire comme...
A Ghost Store
A Ghost Story is a film that follows one ghost's journey as he finds his place in infinity. A film with such a unique premise deserved an unorthodox campaign. So we turned A Ghost Story into A Ghost Store, where we could subvert expectations of a traditional online store, and of course, give people sheets, extending the reach of the film's iconic ghost. W...
AMC Theatres and Coca-Cola #cupgrade teens’ movie experience with an exclusive deal
Since 2015, AMC Theatres and Coca-Cola have partnered on an integrated marketing campaign in an effort to drive teen attendance and concession purchases at AMC. The #cupgrade program – which provides teens with an exclusive Coke and popcorn offer each quarter – has continued to evolve over the years; however, the overall goal has remained the same: motiva...
American Horror Story: Cult - Multi-Platform
American Horror Story's themes have always been shrouded in mystery and its seventh instalment was no different. In an effort to eventize the "Cult" theme of Season 7, FX created a fully immersive digital campaign centered around the visually stunning and highly interactive AHSCult.com, and extended out to the show's massive social following. The goal? In...
Asia’s Got Talent Fan Vote: You Have The Power
Asia's Got Talent is the world's biggest talent show and has established its place as the region's most powerful platform to launch aspiring stars.The show airs in 20 Asian territories across the AXN network, which posed a number of challenges in mobilizing millions of viewers to vote for their favorite act: geo-access for multiple regions, multiple langu...
Boosted City Summer Tour
To raise brand awareness, Boosted set out on a month-long City Summer Tour. We met with Boosted riders and fans from San Francisco, Los Angeles, Chicago, & New York and made city-specific content that exemplifies how it feels to ride in each place. Immersive videos urged viewers to rethink the way we move and experience our cities. A digital-to-physical s...
C is for Chrysler
-Leverage the partnership between Chrysler and Sesame Street. -Harness the power of Sesame Street and its beloved characters to give Chrysler Pacifica a new platform and audience. -Tap into the nostalgia of people who grew up with the show and are now minivan-buying parents to a new generation of Sesame Street viewers.
Call of the Warrior Campaign
Dexcom is the pioneer and industry leader in continuous glucose monitoring (CGM) for people with diabetes. A CGM is an FDA-approved device that provides continuous insight into glucose levels throughout the day and night. The device displays details about glucose speed and direction, providing users additional information to help with their diabetes manag...
Define Your Beard
To drive awareness of the SheaMoisture Men's Beard Collection and promote a culture of brotherhood & self-care, we launched our "Movember" #DefineYourBeard campaign -- a visual campaign of male solidarity promoting the importance of men's health.
Every Game is Everything - 2017 College Football on FOX Social/Digital Campaign
Our campaign objectives were to:1. Retain and expand the FOX Sports viewer base by driving engagement and viewership to increase our ratings SOV with College Football while celebrating the addition of the Big Ten conference within our lineup. 2. Establish FOX and FS1 as a major destination for premium College Football content.
Fairmont’s Canada 150 Integrated Campaign
Fairmont Hotels & Resorts is a global luxury hospitality brand with over 70 iconic properties worldwide and a strong history and heritage within Canada. Many of our original hotels and resorts were built along the historic Canadian Pacific Railway, stretching from one end of the country to the other.In 2017, Canada embarked on a year-long celebration of i...
Finish Line X Migos - Huncho Brons
1. Establish a deeper "family level" association between Finish Line and The Migos2. Drive the consumer connection between Finish Line and the latest and greatest sneakers3. Plug into all platforms and consumer types to extend the brand content Goals:1. Content visibility2. Site Traffic 3. Social community growth4. Deliver culture energy into national sto...
Goodbye Spike, Hello Paramount
We Are Social was tasked with launching Paramount Network and ending Spike TV as a part of the network's 2018 rebrand. Goodbye Spike was the answer to "how do we sunset this brand on social?" We needed to allow for consumers to say a proper goodbye to Spike while creating a quality, foundational springboard social community for Paramount Network to grow u...
Hidden Valley’s Ranch Outlet
In 2017, to support the launch of Hidden Valley's new brand positioning, "Ranch Out" and help take ranch beyond a dressing, we inspired people to celebrate their love for ranch, by opening the first-ever Hidden Valley online merchandise store; The Hidden Valley Ranch Outlet (www.flavourgallery.com/collections/hidden-valley-ranch). To feed people's passion...
How Singapore inspired millennials to say #ICanAdult
For Singaporeans in their 20s and early 30s, financial planning is probably one of the last things on their minds. Rather than be bogged down with adult responsibilities, they would much rather enjoy their newfound freedom and indulge in what makes them happy.Having entered adulthood with their whole lives ahead of them, it comes as no surprise that most ...
How To Be A Latin Lover: Integrating Talent to Set Box Office Records
Pantelion Films and Fullscreen leveraged a social-first content day with the star of How To Be A Latin Lover to produce platform-specific activations around key theatrical campaign moments that maximized title awareness pre-release, ultimately leading to Pantelion's biggest box office opening ever.Pantelion Films' challenge for Fullscreen was unique: laun...
Intel Q4 '17 Refresh Co-Created Content: FMG & Vox
Consumers are apathetic to the PC category overall and believe their outdated PCs are "good enough." We needed to convince the modern mom that her family deserves better than a troublesome old computer by breaking through the holiday clutter, and help her justify purchasing a new PC.
Juilliard Drama 50
Juilliard's Drama Division is celebrating its 50th anniversary during the 2017-18 school year. The celebration was highlighted by an alumni reunion weekend in October 2017, which included a day of classes for alums, a gala Drama 50 celebration with alumni performances and tributes, an open house block party, and a reading of new plays. Though the primary ...
LIFEWTR: Thirst Inspiration
LIFEWTR launched in January 2017 as PepsiCo's purpose-driven, premium water brand, 'existing to advance and showcase sources of creation and creativity' and commitment to the belief that 'Art Makes Life More Inspired'. The idea is that inspiration is as essential to life as water. LIFEWTR's objective was to deliver on the brand purpose, to "advance and sh...
Life in the Laugh Lane: The Big Sick
Comedy Central audiences on social are savvy in pop culture, crave the latest in snackable content, and love indulging in all-the-feels. That's why when Kumail Nanjiani and Ray Romano had a new movie to promote, it was clear that Comedy Central was just the place to reach a core audience of laugh-out-loud viewers.The objective for our creative campaign wa...
Los Angeles Times Presents “Dirty John” Podcast Series
LA Times and Wondery (an audio on-demand media network) partnered to launch a multiplatform (content piece) narrative journalism miniseries to premiere simultaneously in print, online and via podcast to drive reader engagement, brand enthusiasm and encourage podcast listens.
M&M'S Caramel Launch
Create an introductory splash for M&M'S Caramel to keep it top of mind with consumers through the end of 2016 and throughout 2017.
MTV EMA
From start to finish, our digital campaign aimed to engage as many music fans as possible on their favorite platforms and amplify awareness of the 2017 MTV EMA. In order to grow the size of our digital audiences and drive engagement, we wanted our platforms to be places where fans could find original and entertaining content featuring the biggest names in...
Malibu, the Summer DNA
Ahh, Summer holidays!For Young Fun Starters, basically higher education students, this means enjoying the best things in life: fun, love, disconnection, friendship, freedom, endless happiness… It is the time to create memories of a lifetime. Malibu, the rum liquor brand, wants to be part of these memories. The big competitors are spending a lot of money s...
Maury Social Media Collaborations
The Maury Show celebrated its 20th season as an iconic staple of daytime television. Maury's popularity extended beyond his TV audience, influencing a world-wide online fanbase. The goal of this campaign was to increase awareness and social following by reaching new audiences, primarily Millenials, in the digital space. To achieve this, The Maury Show dig...
Meet an Owner: Daniel Tosh
Falling just shy of cultish, Subaru owners are an evangelical and loyal consumer base. And with this phenomenon in mind, Subaru looked to its community of passionate owners to share their own personal video-love letters to their cars on Subaru's new MeetAnOwner.com hub. Casting a wide net of submissions for their site, Subaru aimed to feature real owners ...
Men's Wearhouse Promposal 2.0
While Men's Wearhouse is the number one tuxedo rental store in the country, its consumer demographic continues to age. We needed to ensure Men's Wearhouse stayed top-of-mind for Gen Z, and create a platform they could own within the Prom space for years to come. One year prior, we discovered that the act of asking someone to prom had become a phenomenon. ...
Mr. Robot: Season_3.0 Digital Easter Eggs
USA Network's groundbreaking drama Mr. Robot has become a cultural phenomenon, inspiring an unprecedented level of audience engagement with fans debating the show endlessly online, analyzing every frame and line of dialogue. Due in part to the series' infusion of Easter eggs—cleverly hidden references and winks for the eagle-eyed viewer—the show challenge...
NFL Draft Marketing Campaign
The Valley Forge Tourism & Convention Board wanted to use technology initiatives to promote and market our participation and partnership with the NFL Draft Campaign.
National Intern Day
WayUp, the leading career platform for U.S. college students and recent graduates, matches more than 4 million candidates with jobs and internships at thousands of top companies nationwide. To generate brand awareness and recognize the vital contributions that interns deliver to their respective organizations, WayUp decided to create a dedicated day calle...
Nike’s Best 1st Day Ever
Aimed at motivating Young Athletes across the U.S., Nike's #Best1stDay multi-platform social campaign closely followed the unique journeys of seven social media influencers – Miss Jayden B, Aidan Prince, Ruby Rose Turner, Johnna Gaines, Jacob Martin, Mario Selman, and Txunamy - whose genuine passion for sports, school, and fashion drove their excitement a...
Norwegian Cruise Line – Norwegian Bliss Reveal Campaign
In order to increase awareness, generate excitement and drive demand for Norwegian Bliss, our new ship launching in May 2018, we developed a cross-platform; multi-media social campaign to reveal the ship's new and unique features. Our goals were to maximize organic reach via engaging content & drive visits to the Bliss microsite.
Old Navy #ONward
In a first of it's kind take on Back to School, Old Navy partnered with Pharrell's creative collective, I Am Other, for #ONward. A group of amazing teachers from around the country collaborated with I Am Other to produce original songs to get kids ready for the new school year in style. In order to celebrate, Old Navy and PHD partnered with Collab to act...
PETA Saves Greyhounds from The Pet Blood Bank
Through a multi-faceted campaign including social media, online video, traditional media, and celebrity outreach, PETA exposed a horrific practice to the public, resulting in the shut-down of a terribly abusive business.For years at The Pet Blood Bank, greyhounds had been warehoused in conditions akin to solitary confinement, trapped 24/7 in wire and dirt...
Parallel Wireless Brings Innovation to 2G Markets
In October 2017, Parallel Wireless announced an innovative addition to their cellular solution by bringing cutting-edge technologies of modern networks to outdated (but necessary) 2G networks. As part of the announcement strategy, we decided to run a suite of low-cost Facebook campaigns in parallel. These campaigns would work in conjunction with one anoth...
Pepsi + Empire 2.0
Building upon our successful year-one relationship with Fox's Empire, we aimed to develop a completely differentiated year-two partnership that leveraged data, insights, and audience behaviors to bring fans deeper into Empire. Our Goals:1. Deliver incremental Pepsi sales lift, driving sales among Empire fans and surpassing the benchmark set in year one.2....
Plum Organics®: Do Your Partner
For the last several years, Plum Organics® has become known for catalyzing unfiltered conversations around the realities of parenting – from work-life balance to diaper blowouts to picky eating. This year, we tackled another "unfiltered" part of parenting: sex. Turns out 88% of parents think having a good sex life with their partner is essential to their ...
Reframe This Space
A space is what you make it and The Frame TV was designed with style and creativity in mind. Our objective was to amplify the features of The Frame by using design-centric influencers to showcase a new approach to TVs. So, we found old and unused spaces and asked design influencers to create something completely new with them. All while using The Frame a...
Resident Evil: The Final Chapter digital campaign
The virus unleashed by the Umbrella Corporation has infested every corner of the globe with ravenous hordes of undead. Alice returns for a final battle to save what remains of mankind.The goal of our digital campaign was to drive awareness and buzz amongst loyal fans for the exhilarating conclusion of the blockbuster franchise. The campaign needed to incl...
SeatGeek - The People You Go With Make It Great
SeatGeek believes it's the people you go with that make it great. A live event is better because they're by your side. You see the same things. You feel the same feels. You're forever bonded by the experience of being there together. Our objective was to authentically bring this experience to millions, while growing SeatGeek's business.
TOO NTENZ: A Colossal Clusterfest Popumentary
This year marked the San Francisco debut of Colossal Clusterfest, Comedy Central and Superfly's star-studded comedy and music festival featuring acts such as Jerry Seinfeld, Kevin Hart, Ice Cube, and Tegan and Sara. Jose Cuervo wanted to make a big impact not only by sponsoring the event, but by creating custom content that tied to the festival and commun...
Teen Wolf Season 6B
In September of 2017, MTV's hit scripted show Teen Wolf came to a series end. To engage one of our network's largest fan bases for presumably one final time, we provided our audience with nostalgic, emotional content across all of our social platforms. We wanted to rally the entire pack and ask them to come together in order to send Teen Wolf off with the...
The Dark Tower digital campaign
In a world full of superheroes, there's only one Gunslinger. Based on Stephen King's epic masterpiece, the Last Gunslinger must stop the Man in Black from destroying the tower that protects our world from hell in a multi-dimensional battle between good and evil. The goal of our social campaign was to raise anticipation amongst fans of the books as well as...
The Good Place
Bring The Good Place to The Bad Place (The Internet): TV fans no longer follow branded accounts for show-related content, they are creating their own, and as viewers began to binge Season One following critical acclaim and streaming partnerships, we could feel the momentum of fanfare -- it was time to capitalize. Like The Good Place itself, we sought uniq...
The Magicians
Based upon Lev Grossman's best-selling books, The Magicians centers around Brakebills University, a secret institution specializing in magic. There, amidst an unorthodox education of spellcasting, a group of twenty-something friends soon discover that a magical fantasy world they read about as children is all too real— and poses grave danger to humanity.S...
The Penske Games
* To create a video series that shows our drivers' personalities* Provide partners a solid but subtle way to garner their logos more exposure* Develop a series that engages fans like never before
The Snowman Digital Campaign
VIEW CASE STUDYThe ominous journey began when Ignition launched a multi-platform campaign to explore the dangerous mind of a serial killer. With a haunting website that paralleled the visually arresting social content, we catapulted fans into a visceral experience and triggered complex layers of fear.
The Tick Meets his Citizens
Digital Media Management partnered with Amazon Prime Video to create a neat multi-platform campaign to scale awareness and generate buzz for the studio's biggest release of the year.
This Is Us
Everyone has a family. And every family has a story. This Is Us captivated audiences all over the world with its highly relatable storylines and left fans yearning for more from the iconic cast. The deeply human series provided us the opportunity (and challenge) of producing a multi-platform approach with the same ethos.Through building human-first relati...
Time: The Kalief Browder Story
The campaign intended to raise awareness of the significant iniquities in the criminal justice system through generating conversation and awareness of Kalief Browder's story and pushing viewers to tune-in to Time: The Kalief Browder Story
Toys"R"Us Toy Box Season 2 Influencer Campaign
Toys"R"Us is a dedicated champion of free play, advocating for kids to have the freedom and time for unstructured play driven by their imaginations and inventiveness. To actualize this brand mission, Toys"R"Us first partnered with ABC and Mattel to support reality television show, The Toy Box. In this TV series, passionate toy inventors presented their u...
Traveling the World with #GoPro + Lonely Planet
In early 2017, GoPro's consumer insights team presented compelling data indicating significant opportunity for growth in the travel space among existing GoPro owners and prospect audiences. While we've always known that GoPro users have an appetite for travel, the new data revealed untapped potential for reaching new audiences globally who travel regul...
USAA Memorial Day
To engage the military community and the general public for its Memorial Day campaign, USAA centered its campaign on honoring the fallen by wearing a poppy flower. The flower is used to symbolize the sacrifice of fallen soldiers in the U.S. and was inspired by the World War I poem, "In Flanders Fields." Through this insight, USAA and Publicis created a vi...
Unlikely Gadgets
EF Englishlive is one of the largest online English school in the world. The goal of the campaign was to show the public there is no "miracle" as to learning the English language in that, in order to truly learn it, it is necessary to really study in a real online school with native teachers and specialists. That demands time and dedication, without magic...
Veep (Season 6) - Digital Story Extension Microsites - HBO, GLOW
Season 6 of HBO's Veep chronicled the ups and hilarious downs of Former President Selina Meyer navigating life as a normal citizen after losing reelection, Congressman Jonah Ryan's newly announced campaign for President against his cousin Ezra Kane, and Richard Splett's daily musings. Custom digital destinations brought these plot points to life building ...
WE tv Mama June: From Not to Hot
The goal of the campaign was to drive tune-in to the series premiere of the show, capitalizing on the existing audience of Toddlers in Tiaras and Here Comes Honey Boo Boo who had previously tuned into another network. Additionally, Mama June and Sugar Bear had been on WE tv's Marriage Boot Camp Reality Stars, so she had a following on WE tv to be re-enga...
What "I" Can Disrupt
Once the default partner of the CIO, IBM was ranked lower in consideration among CIOs in 2016. Objective for 2017/18 was and is to re-win the hearts and minds of CIOs and to get them to re-assess how they view IBM. IBM once dominated the hearts and minds being leader of NPS (Net Promoter Score) but over the last 10 years hot startups had stolen their eye ...
Will & Grace
A beloved show and highly anticipated revival, Will & Grace originally ran in an age before social media, and its revival initiated the challenge of bringing the prime time darling to the digital age. To accomplish this, we focused on reminiscing the iconic moments from the legacy seasons, introducing the Fabulous Foursome to a new generation of fans, and...

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, Twitch, Musical.ly, and the rest of the social web.

The regular entry deadline for the shorty social good awards is august 29th, 2018