CONGRATULATIONS WINNERS! WATCH THE SHOW

9th Annual Shorty Awards Categories

All finalists have been announced, stay tuned for more updates about the 9th Annual Shorty Awards on April 23, 2017

Brands & Organizations

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 8th Annual Shorty Awards

2015 Emmys Cinemagraphs

Entered in Animated GIFs

About this entry

As the network hosting the 67th Primetime Emmy Awards, our objective was to break through the clutter of conversation that typically occurs on Twitter during live, televised events by creating a series of high-quality, flashy and polished pieces of creative with the sole purpose of celebrating the 2015 Emmys winners via the @FOXTV Twitter handle.

Why does this entry deserve to win?

Strategy:

Throughout the broadcast, Emmys talent was photographed and three versions of highly stylized cinemagraphs were created. The animated assets were delivered and Tweeted from the @FOXTV Twitter account - in almost real-time - to spotlight stars in the moments just after their wins and pull out memorable speech quotes as well.

Implementation:

FOX & Twitter brainstormed & solidified the creative options; STN Digital executed design.

FOX coordinated logistics with the Television Academy for access & execution at the event.

As Emmys winners were escorted through the Media area, FOX and Twitter representatives ushered talent in for a series of photos.

STN Digital snapped photos that were then immediately uploaded to a graphic designer on location.

STN Digital Designer overlaid talent photos on to animated GIF of one of three backgrounds.

Cinemagraph options included:

--Straight on photo + gold, shimmering GIF'd background

--Seated photo with camera + flash GIF'd background

--Seated profile photo + animated GIF'd quote

Final cinemagraphs were delivered to FOX representatives who then crafted copy & Tweeted assets from @FOXTV.

Results

Throughout the broadcast, 14 total cinemagraphs were published to the @FOXTV Twitter account. Those 14 tweeted generated:

--700,000 organic impressions - Over 21% of the total organic impressions for all Tweets published from @FOXTV that evening

--10,500 total engagements

--An average engagement rate of 1.4%

Media

Produced by

FOX Broadcasting Company

Links

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, Vine and the rest of the social web.

The 9th Annual Shorty Awards were held April 23, 2017 in NYC and streamed to the public.