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 Integrated Campaign

This award honors the campaign most effectively integrating across social and traditional media channels. 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 spanning multiple digital and social platforms, see Best Multi-Platform Campaign.

See previous winners and honorees here.

Finalists

finalist
#StopThisMovie - Genocide in Burundi
On the 15th of November 2016, the FIDH (International Federation of Human Rights) launched #StopThisMovie, a campaign designed to raise awareness among the general public and catch the attention of the United Nations concerning the situation in Burundi. Our challenge was to denounce through a social media campaign, centered around a shocking tra...
finalist
audience
Deadpool Gets All the Likes
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
Ek Kadam Unnati Ki Aur
The youth (aged 15 - 35 years) in non-urban cities of India (tier3, 4) are a part of a fast changing nation with emerging opportunities for the digitally enabled. Their biggest concern for people in these cities is that they might not be getting the same opportunities as their urban counterparts and thus would be comparatively slower to progress...
finalist
Hometown Hero
The objective was to strengthen awareness of our brand ambassador, Kevin Durant, as a Champion of Dreams. To do this, we featured Kevin Durant acting as a "Hometown Hero" to James, a fellow resident of Prince George's County, Maryland.We achieved our objective through high social engagement in the form of video views and increased brand awarenes...
finalist
Mystery Solved
In the summer of 2016, Nest aimed to develop a campaign that generated awareness and interest in the release of its first outdoor security camera. . However, Nest wanted to avoid the security category cliches and scare tactics with a more creative concept that could work online and off to spark interest and conversation for the camera.

Nominees

JBL x NBA  – The NBA Draft #JBLDraftSuit.
JBL is the Official Sound of the NBA and typically signs a few of the key Draft players to be a part of #TeamJBL. The main goal was to increase awareness of the partnership & drive cultural relevancy for JBL within NBA culture. Additionally, the content needed to increase social engagement for JBL and ultimately drive sales of JBL headphones and portables...
Planet Fitness – New Year’s Eve Cross-Channel Integration
The goal of New Year's Eve at Planet Fitness is simple: own the Super Bowl for the fitness category.January is by far the biggest month of the year for fitness clubs. It's a time to welcome new members with open arms and offer existing members a chance to hit the reset button and set new goals for the new year. For Planet Fitness, however, the stakes were...
#BloggingCampaign
Self-help Writer, Quotes Blogger with a Passion for Fashion. Best work featured on mymollydoll.com, School Work and Blogging Tips Portfolio. Founder of #BloggingCampaign for Brady Campaign and Mom's Demand, boasting 300k+ Followers on Facebook Hashtags. Certified Crisis Hotline Counselor, Certified Paralegal, and LLM Masters in Law Student studying Risk M...
#CATmageddon
Most people don't spend a lot of time thinking about tobacco or its consequences, so truth is constantly trying to find a new way to tell an old story. We needed to connect smoking to something our audience cares about as much as themselves: their pets. 65% of U.S. households own a pet, which equates to 79.7 million homes. For our #CATmageddon campaign, o...
#FlyTheW: Chicago Cubs are World Series Champions!
The Chicago Cubs are a franchise steeped in tradition. The famous Wrigley Field Marquee welcoming millions of fans each year. The ivy lining the outfield walls. The organist. Day games. The hand-operated scoreboard. And the iconic W Flag that has flown above that scoreboard after each win since the 1930s. That W Flag is a symbol our fans treasure and a tr...
#MLBmemorybank
Social media users don't tend to be kind to banks. Or large corporations. Or large corporations that happen to be banks. So how does Bank of America go about establishing a positive connection with people and getting them to share some of their most meaningful life experiences on Facebook, Instagram and Twitter? We did what any socially-challenged person...
#truTVisAThing Brand Awareness campaign
Every March, sports fans search for one of 4 networks carrying NCAA Men's Basketball first round tournament games (including truTV), then take to Twitter complaining about truTV's perceived obscurity and irrelevance. Not willing to be a Twitter target, truTV jumped into these live threads with humor and a self-aware campaign, seeking to co-opt these conve...
2016 MTV EMA
Every year, the MTV EMA is the world's biggest night in music, and each year, our audience consumes content on more platforms. Our 2016 digital and social campaign set out to make EMAs THE number one social event of November 6th by engaging our worldwide audience on the platforms they care about and integrating sponsors through unique fan-focused EMA soc...
AT&T Hello Lab: A Year Long Bi-Directional Branded Content Program
In 2016, multiple studies showed that young consumers were seeking out brands that they saw as "new," "trendsetting," and "innovative." Unfortunately for wireless carriers like AT&T, these young consumers tend to give most of the "innovation" credit to the companies that make the devices, not the networks that run them. Overwhelmed by a lack of differenti...
AT&T and LOGO's Aspen Gay Ski Week 2016
LOGO was tasked with bringing AT&T's "keeping people connected/mobilizing your world" thematic to life with a campaign that was aligned with a LOGO tentpole. The campaign had to be rooted in social but able to live across multiple platforms to ensure that we reached the LOGO fans wherever they were.We aligned AT&T with our Aspen Gay Ski Week initiative! L...
Ally Lucky Penny
At the outset of 2016, Ally was an online bank known well as a high-interest rate haven to older, wealthy savers but had just 9% unaided awareness amongst the general population. We had a tall order: grow general awareness of the bank in anticipation of the launch of several new products including a credit card, a mortgage service, and a new investing pro...
Aloft Emoji Room Service
Our goals were simple: demonstrate the innovative, ⌚tech-forward spirit of the brand without much, if any budget; launch something guest facing that would drum up PR as well as social media; be first to ✈pilot!
C@b Midnight
When GEICO came to Comedy Central looking to give fans of our late night game show, @Midnight, an exclusive and unprecedented experience, we wanted to hit our audience on every front; from social platforms to on-air, on-the-ground and online we aimed to bring fans on the East Coast an innovative taste of the show.
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...
Captain Obvious Runs for President
Finding and booking a place to stay is the worst part of the travel experience. With an online travel category plagued by parity and the constant fear of getting it wrong, consumers find themselves spending hours searching. Frustration and the feeling of surrender once they finally book is rife. To provide some clarity and prove that Hotels.com is differe...
Celebrity Cruises - #DestinationDemi Concert Experience
Celebrity Cruises strives to create one of a kind, best in class experiences for guests. In 2016 Celebrity and Media Storm ideated on high impact partnerships that would not only raise brand visibility before a crucial sales season, but also act as unique guest experiences.Celebrity had just the high profile platform on December 28, 2016 when 4 Celebrity ...
Cinnabon BonBites Launch
America's sweetest brand set out to drive profitable incremental sales by building awareness of our new, more shareable, bite-sized version of the Classic Roll that our guest knows and loves. Our goal was simply to have fans enjoy Cinnabon more often with our newest and smallest indulgence, BonBites – the Bon you love in one perfect bite.
Farmers "Hall of Claims" Campaign
Highlight the experience of Farmers Insurance agents to increase consideration, visits to Farmers.com, and initiated insurance quotes.
Fender Flea Jazz Bass®
For the past three decades, Flea has pushed the art of bass playing to a new level. To honor the impact this founding member of The Red Hot Chili Peppers has had on the modern playing style, Fender and Flea joined forces to create his first signature model for the brand, The Flea Jazz Bass®.A hand-in-hand collaboration between Flea and the Fender product ...
FoodKick
FoodKick is FreshDirect's mobile-first food delivery business that offers a curated selection of fresh food, chilled alcohol, goods from local partners, and everyday essentials–all delivered in as little as an hour. FoodKick launched in January 2016 with service in Brooklyn and Long Island City and expanded its service to Manhattan in October 2016. Since ...
Glad to Give
The Glad Products Company believes that communities are built around human connections and giving back to those around you. They also believe that by sharing stories of what people are doing everyday to help their communities, inspires others to get involved.Recognizing the role their products played in in-kind giving around the country, The Glad Products...
Guy Fieri Live Book Signing
Generate awareness of our newest BBQ joint on-board our ships! Pig and anchor by celebrity Chef Guy Fieri.
Happy Family Organics presents: This Is Happy
The biggest hurdle standing between a baby food company and high velocity sales growth isn't the quality of their product; most baby food companies produce similar—and perfectly good—product lines. The biggest hurdle is getting parents to stick with your brand when all the other brands are so similar, and a different one is on sale each week.With this in ...
Herr's Pub Style Pretzels: The Pub Style Pretzel Fit for a Pub
The objective of this campaign was to create awareness and drive trial of Herr's new Pub Style Sourdough Pretzels in a unique creative manner. The goal was to ensure that when we said "Pub Approved" it was more than just a claim, but actually carried weight. When we developed our new Pub Style Sourdough Pretzels, we knew we'd have to do whatever it took t...
Hyatt House and Hyatt Place: You’ve Come Too Far to Settle Now
The Hyatt Place and Hyatt House brands – which are Hyatt's fastest growing brands representing more than 50 percent of Hyatt's total hotel portfolio – have been designed to recognize the needs of the modern business traveler.However, the problem is that today's business travelers have an overwhelming amount of choices when it comes to choosing a hotel. Wi...
IBM x Marchesa: The Cognitive Dress
IBM partnered with Marchesa to design a "cognitive dress" using IBM Watson technology. The dress debuted at the 2016 Met Gala, aligned to the event's theme, "Manus x Machina: Fashion in an Age of Technology". As the dress was worn on the red carpet, it reacted to social sentiment by changing colors to correspond to emotions expressed by fans. The objecti...
In Search of Great Brand Campaign
The campaign has three key OBJECTIVES:• Introduce Getty Images' extensive video offering• Increase first time visits• Increase relevance"In Search of Great" encourages customers to think differently about how they search, what they search for and how they can best leverage Getty Images' exclusive content. Equally important, the "In Search of Great" campai...
Logitech’s Home Security Camera Makes Pet Owners #PetProud
After years of establishing ourselves as an industry leader in keyboards and mice, Logitech has expanded to include new product categories that offer fresh experiences. As part of this renewed purpose, our team endeavored to break into a new audience for Logitech by building credibility within--wait for it--the pet community. Specifically, we set out to u...
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...
Maroon 5 "Don't Wanna Know" Tumblr Submit Campaign
The objective was to build a very personal and effective campaign that allowed fans to confess some of their deepest, darkest confessions in line with the theme of the band's single, titled "Don't Wanna Know". Fans around the world were prompted to share their secrets which resulted in a huge impact and an incredible rate of user generated content.
Mastercard #TheHoleStory
Through its Priceless platform, Mastercard enables people to have more meaningful experiences.With the Mastercard-sponsored British Open on the horizon, the company wanted to create a more personal and priceless connection with golf fans, a key audience that spends 12x more annually than non-golf fans.The campaign objective was to increase brand perceptio...
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.
Moe’s Capitalizes on Competitor Closing, Touts “We’re Open!”
While nationally known and loved, Moe's Southwest Grill has always been the underdog to category leader Chipotle. In 2015, however, the industry's darling was plagued with a series of unfortunate food-borne illness events, including E. coli, salmonella and norovirus outbreaks in 14 states, sickening hundreds of customers. Chipotle's sales were down signif...
Motrin #MakeItHappen
The objective was to develop a strategy that would connect with Canadian women on an emotional level and communicate that Motrin relieves all sorts of everyday aches and pains. Motrin also wanted to increase the consideration of Motrin with 45k Canadian women.
Nick Offerman's 'New Year's Eve'
• Drive consumer awareness and consideration of Lagavulin throughout the holiday season• Spark social conversation and engagement by leveraging talent and culturally relevant content• Support sales during a key selling window
Odd Mom Out – Season 2 Digital Campaign
With a successful and critically-acclaimed first season under its belt, Bravo looked to excite viewers for "Odd Mom Out's" second season by taking the"word of mouth" strategy to the next level.The network leveraged a first to market technology and the show's fan base by empowering them to express their love of the show across social media in an innovativ...
OnDeck Seal of Approval Contest
This is the second year in a row OnDeck partnered with entrepreneur and Shark Tank judge Barbara Corcoran to celebrate small businesses. We teamed up with Barbara because we both care deeply about the same thing: the success of small businesses and entrepreneurs. Our 2016 Seal of Approval contest asked entrants, "What would you do with $10,000 from OnDeck...
Panini Super Bowl Kid Reporter
For the past four years, Panini America's Super Bowl Kid Reporter contest has been a staple in the brand's quest to continue to reach younger fans and transform them into lifelong collectors. Each year, one grand-prize winner is awarded a dream trip to the Super Bowl to cover Opening Night on behalf of Panini as well as attend the big game. Through the c...
PepsiCo and 21st Century Fox Present the Search for Hidden Figures
Demonstrate PepsiCo's values around women and diversity in the workplace and the importance of STEM. To provide women and girls with exclusive opportunities that will inspire their future STEM-related careers while advancing their present skills and education.Aid in building buzz around the release of the Oscar nominated film "Hidden Figures."
Pizza Hut & Rooster Teeth Live Events Program
The goals and objectives for the 2016 partnership were to grow Pizza Hut's presence within the gaming community and to encourage social engagement around major tent pole events throughout the year.
Share a Coke: Turning Lyrics into Language
Three years ago, Coca-Cola’s “Share a Coke” campaign transformed their whole approach to summer by featuring names on bottles. Harnessing the power of names, Share a Coke was inherently social. But after two consecutive summers, the campaign was losing its novelty and momentum. Our goal was to re-ignite Coca-Cola’s place in the social conversatio...
T.R.I.P. Album + Beer Launch
Solve the problem of new albums from unsigned bands no longer being discovered in music stores:-Music stores are selling vintage vinyl, reissued classics and pop culture merch-Discovering new music online isn't exciting or physically immersive ("It's like adding milk to an online grocery order.")-However, people are going to the beer store to discover new...
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 Future of Hate — Stop HB757
In February 2016, Georgia legislators passed HB 757, a bill that legalized discrimination against the LGBTQ community, and would forever damage the reputation and welcoming and tolerant environment the state of Georgia had established over the past four decades. Our objective was to encourage voters to speak up against this legislation, and tell Georgia ...
The Mick #KidsAreDicks
With the holidays on our heels, what better way to stand out among the masses than with Mickey herself leading the charge? To build awareness of FOX's new show and drive tune in, we personified our efforts through our hilariously rowdy main character and handed Mickey the creative reins to give fans any and every reason to watch the special premiere—no ...
The We Know Game Show Ep. 1 ft. DJ Khaled & Billi / Episode 2 ft. Antonio Brown, DJ Khaled, Guest
Our objective was to create an integrated campaign that differentiated Champs Sports from their competitors, making it the primary retail destination—for the high school consumer who loves the lifestyle of the modern athlete during the Back To School and Holiday seasons. It wasn't enough for Champs Sports to speak to its consumer directly—we wanted Champs...
Trojan Brand Condoms and MTV’s “Guide To” Series
1) Improve Millennial's perceptions about condoms and normalize condom usageTrojan Brand partnered with MTV, a trusted, influential, and culturally relevant brand that could speak to this audience in an authentic and relatable way.2) Drive views of our custom video series, with a goal of 5.7 MM video viewsOur target's consumption of video content is high,...
U.S. Bank Inspires Communities to Achieve Possible
U.S. Bank is the fifth-largest commercial bank in the United States, with $422 billion in assets, 3,100 branches, 67,000 employees and nearly 5,000 ATMs nationwide. The brand's iconic shield logo is seemingly everywhere and consumer awareness is quite high.The Great Recession and the turmoil that followed in its wake undermined the public's confidence in ...
Westworld’s Concierge Chatbot: Aeden
How would you interact with an A.I.? That's the question at the heart of Season 1 of HBO's Westworld. The series is a dark odyssey about the dawn of artificial consciousness and the evolution of sin in a theme park populated by lifelike robots. To introduce fans to the unique, complex world, HBO and Google partnered to create the perfect combination of te...
Where's the Beef (From?)
Hamburgers have been the backbone of Wendy's menu since the company launched in 1969. But as the fast food space has become increasingly crowded, Wendy's and its hamburgers have blended into the background. So, when Wendy's reformulated and relaunched its line of signature square hamburgers, we knew we had to remind new and old customers why Wendy's hambu...
While the Water Boils
Pasta, a once-beloved pantry staple, was disappearing from people's plates. Over two decades, sales continued to decline, despite global research showing that people love pasta.Thanks to fad diets and the mainstreaming of more exotic cuisines, pasta had lost cultural relevance and, even worse, reasons for people to eat it. According to Nielsen, consumptio...

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.