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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 5th Annual Shorty Awards

DKNY's #UK2012 Ignites Global FOMO

Entered in Social Media for Fashion

About this entry

In celebration of DKNY's London store re-opening, the legendary modern fashion brand partnered with ICED Media to produce a video mapping a faux social media hype session across every social platform. By utilizing the undeniable strength of FOMO (Fear of Missing Out) surrounding such an exclusive invite, and recruiting over 50 top influencers to volunteer, the DKNY video and hashtag #UK2012 spread around the 'real' internet just as fast as it did in the video.  The specific use of social media as a supporting character in this video is a prominent display of how news spreads in real time across channels and platforms. The Facebook, Twitter, Instagram, Pinterest, Tumblr & Foursquare landscapes were highlighted like never before, showcasing expertise in how voices and conversation propagate form platform to platform in real time.  The success of the campaign was reaffirmed through the organic Twitter trending topic appearing within the first hour of the video launch and accolades from myriad industry authorities including The Wall Street Journal. Wall Street Journal exclusive http://blogs.wsj.com/runway/2012/07/12/dkny-makes-faux-social-buzz-to-create-the-real-thing/

Why does this entry deserve to win?

-50 fashion-influencer cameos leveraged to drive earned impressions -12M+ Twitter impressions of #UK2012 -Wall Street Journal exclusive http://blogs.wsj.com/runway/2012/07/12/dkny-makes-faux-social-buzz-to-create-the-real-thing/ -Trending topic on Twitter with no paid media

Media

Produced by

ICED MEDIA

Link

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

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