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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.

From the 6th Annual Shorty Awards

Occupy CONAN sponsored by VW

Finalist in Video

Entered in Contest, Live Television

About this entry

VW issue a Media challenge: give them a media idea to break through ordinary TV. How did CONAN create a never-been-done idea reinforcing VW’s “reinvented" theme for the Beetle Convertible – while living up to VW’s legacy of iconic messaging? By deploying CONAN’s own “force" – the creativity of his engaged fans. In November, Conan announced “Occupy CONAN": challenging fans to a TV first – recreate an entire CONAN episode through online submissions. VW climbed in for a four month, cross-platform ride to TV history gaining 143 MM impressions, thousands of entries – featuring the VW Beetle (and lots of red wigs). That's media, reinvented. Goals/Objectives: VW sought a big, exclusive media idea supporting the launch of the all-new Beetle convertible - adding both brand love and media value: Brand metrics: • Organic storyline integration, not just product placement. • Notable entertainment value. • Go beyond TV viewing, including repeat viewing and additional platforms. Media values: • Media idea with integrated digital concepts to drive deeper target engagement. • Exclusivity: VW should be the only player in this promotional space. Strategy/Execution: Strategy: TBS big idea: For VW, CONAN challenged his fans, the most social engaged late night audience, to amp up their creativity and produce their own Best Of CONAN, crowd-sourced solely from home-made viewer re-enactments. Starting with an on-air segment, Conan announced the “Occupy CONAN" movement. OCCUPY CONAN from Turner Networks on Vimeo. Invitation and Contest kick-off: integration sketch involving the VW Beetle convertible and a “missing audience member". Submission promotion: CONAN promotes the viewer contest on-air, online and via in-app special promos. On-air premiere and online amplification: 3 weeks of custom spots promoted this TV event leading to premiere. VW featured in multiple segments, as well as grand prize award. Research: VW profile: The VW Beetle target have a sense of pop-culture cool. They’re passionate and expressive, a little more affluent, educated and cultured. • Accessible, a notch above, but not exclusive (sports: NFL and MLB, not golf or NASCAR). • Smart, but not too serious. (TV favorites include: 30 Rock and Daily Show, not crime dramas). Demos: 25-54, media age 43, median HHI $127,000, 51/49 M/F split. Evaluation of Success: Occupy Conan was a breakthrough success: on TV, digital, social, PR and buzz. Custom on-air spots reached 45.9 MM viewers with a total of 137.9 MM gross impressions. Team Coco saw a 1,000% increase in user-generated content and Conan ranked #1 in social conversation the night of the premiere.

Why does this entry deserve to win?

Occupy Conan - Team Coco Digital Hub http://teamcoco.com/occupyconan TBS Contest Announcement press release http://tbsnewsroom.com/occupy-conan

Media

Produced by

Turner Entertainment Networks

Link

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 Shorty Social Good Awards will be held NOVEMBER, 15 2017 in NYC.