CONGRATS SOCIAL GOOD WINNERS! see the list

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

Say It With Bacon

Winner in Food & Beverage

About this entry

People love bacon, but they aren't particularly choosy about which bacon they love. Oscar Mayer asked digital agency 360i to help them prove that their Original 16 Oz. Bacon is truly a cut above the rest, so that more people would seek out Oscar Mayer Bacon by name in the grocery store. We observed grocery shoppers and noticed that people meticulously inspect bacon before making a purchase. In fact, people shop for bacon a lot like they shop for fine jewelry. So with Father’s Day around the corner, we created an experience that would allow women to gift luxurious bacon products to the leading men in their lives. “Say It With Bacon" parodied the lengthy consideration process involved when purchasing a diamond, educating bacon connoisseurs about the "Four Cs" of Oscar Mayer’s superior bacon: Cut, Color, Cure and Consistency. We launched the campaign with a video that mocked classic engagement ring ads and encouraged people to visit SayItWithBacon.com, a digital pop-up shop where they could purchase luxe bacon gifts for the men in their lives. We released new batches of gifts each day at varying times, and fans rushed to follow @OscarMayer on Twitter to learn exactly when the next batch would be released for sale. The gifts were gone within minutes on the first day, and sold out every day thereafter. When all was said and done, the effort had garnered 500 million impressions (70% of which were earned) and Oscar Mayer saw a 53% lift in branded bacon conversations. More importantly, it helped move product: while sales across the entire category slipped -7.7% due to rising commodity costs, Oscar Mayer’s bacon sales were up a hearty 3.3% (Source: Nielsen).

Why does this entry deserve to win?

Adweek Ad of the DayCreativity Pick of the DayMashableTime MagazineABC News

Media

Produced by

360i

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

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