entries for brands and orgs open now enter

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.

Global Citizen Festival/MSNBC - Musical.ly Partnership

Entered in musical.ly Partnership

Objective

MSNBC and Musical.ly joined together for the first time to inspire the 'next generation' of Global Citizens at this year's Global Citizen Festival. Musical.ly and MSNBC's audience may not, on face value, have naturally overlapping demographics but we thought this was a good way to help bridge that gap. We wanted to offer Musical.ly users a unique way to reach the Global Citizen Festival – reaching out through music. We wanted to both expose the younger generation to the realities of global poverty, but also teach them that the news industry's coverage of these issues can help change lives as well. This was also Musical.ly's first official social good partnership.

Strategy

This was a two-part campaign: 1) a hashtag challenge - #iamaglobalcitizen and 2) an exclusive red carpet live.ly within the Musical.ly app. The hashtag challenge was launched by Musical.ly influencers Lucki Starr (1.27M fans) and The Bomb Digs (296.1K fans). They asked Musers to join in the challenge by recording themselves doing their part to end food waste and hunger and post it within the app using the hashtag #IAmAGlobalCitizen. The red carpet was a 2 hour live stream from the Global Citizen Festival red carpet and was hosted by Lucki Starr.

Results

The partnership's hashtag challenge saw more than ten thousand of submissions and millions of views of the hashtag content. The live stream saw nearly 70K live views of the red carpet, with hundreds of thousands of interactions from fans. In addition, this partnership allowed MSNBC to have exposure to a new audience demographic. Finally, the Musers that participated were inspired to take real actions by donating meals, giving food to homeless and volunteering in shelters.

Produced by

MSNBC

Links

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.