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10th Annual Shorty Awards Categories

Entries for the Shorty Awards are open now! Official categories listed below.
The early entry deadline is November 30, 2017

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.

Dunkin' Donuts National Donut Day

Entered in Multi-Platform Campaign

Objective

In 2017, Dunkin Donuts, Hill Holliday, and Trilia set off to own National Donut Day by launching a series of first to market technologies, dominate social media and increase restaurant sales as a result.

Strategy

To launch the campaign we partnered with new and existing technology platforms to engage our core audience. Dunkin' used conversational technlogoy to engage consumers with conversation. In order to do so, Dunkin' was the first brand to integrate with Microsoft chatbot Zo on Facebook Messenger where users discovered, through AI, what kind of donut matches their personality. Dunkin Donuts was also first to launch real-time video stickers on messaging app Kik. Dunkin' then provided fans with GIFS and emoji to make their donut day mobile messages even sweeter...with hundreds of thousands of images sent. On Waze, high-impact takeovers encouraged drivers to travel to their nearest Dunkin' Donuts restaurant with a new, first of its kind, donut location pin. And, for the first time ever, Dunkin' restaurants displayed trending donut conversation from Twitter & Instagram users on menu boards nationwide On Snapchat, users turned themselves into talking donuts, nearly 2 million times, through a "super fun" Dunkin' Donuts selfie lens, which was seen by over 14 million people. Customers also shared their National Donut Day in-store moments with a special branded geofilter. Finally, by monitoring the real-time stream of social media mentions, members of Dunkin's culinary team, in partnership with Hill Holliday creatives, responded to fans, one to one, with personalized "pastry" content.

Results

Dunkin' crushed its competition with the highest social media share of voice making it the brand's most engaging National Donut Day in history, with over six and a half million engagements with Dunkin' branded content. This was the sixth highest day of restaurant foot traffic...ever…translating to the most beverage sales...of all time. And the press took notice...with over a thousand placements resulting in over 2 billion national media impressions.

Media

Video for Dunkin' Donuts National Donut Day

Produced by

Trilia Media/Hill Holliday, Dunkin' Donuts

Entry Credits

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, and the rest of the social web.

The 10th Annual Shorty Awards will be held in April 2018 in NYC.