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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

@Heathers Instagram

Entered in Instagram

About this entry

To launch the social presence for Paramount Network's "Heathers" in a spectacular, unique way in conjunction with a large pop culture event (the MTV VMAs).

Why does this entry deserve to win?

The @Heathers Instagram account was launched in conjunction with the premiere of the "Heathers" teaser that aired during the 2017 VMAs. The end of the teaser drove viewers on TV to our Instagram page. When they got there, they were met with a dynamic, disturbing mosaic of someone's yearbook, introducing the characters on the show and teasing out future story and plot elements with images and easter eggs.

Each yearbook photo post lead our new fans to more content through Instagram's carousel option – the second slide was a :15 character piece with more footage from the show, which through a quick quote and flashy images told them everything they needed to know about the characters for the new series. The third hit was a quote from each character, highlighting the snappy dialogue that – like the original film – will be a cornerstone of the new series.

Results

We tripled our follower account in a single day, in addition to obtaining 32k follower views and 47k impressions on the trailer. More importantly, it set the tone, aesthetic, and conversation around the show and established a baseline expectation for our audience going forward – all organic, no paid promotion behind it.

Media

Produced by

Viacom - Paramount Network

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