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

McDonald's Geofilters

Entered in Snapchat

About this entry

Our goal was to create a first-to-market idea on an emerging platform that not only allowed consumers to create and distribute content on McDonald's behalf, but also served to drive people in-restaurant seeking out that content. Reaching on-the-go consumers via their mobile device is critical to McDonald's quick-service business, so we needed a short-content-focused, mobile-first partner that could deliver the audience we were after.

Why does this entry deserve to win?

Although engagement is a critical KPI for McDonald's, we couldn't just push engagement for engagement's sake. We needed that engagement to drive traffic and contribute to reach. Snapchat's scale and functionality was the perfect fit, offering unique, native content that could accentuate McDonald's marketing priorities.

On the Snapchat platform, McDonald's became the first brand to offer limited-time, geo-targeted filters exclusively available at all of McDonald's 14,000 US locations. We featured multiple filters at any given time in order to demonstrate variety and encourage use. Each filter was available for only a few weeks, accelerating urgency and preventing fatigue. Available filters corresponded with key marketing windows and messaging, and were continuously optimized for each campaign based on performance and format.

Results

The Snapchat filters were a highly effective way to have authentic content created on behalf of the brand. Snapchat's unique format guarantees 100% share of screen, delivered by the people, for the people.

All in all, we achieved:

- 12MM total filter uses/snaps

- 308MM total filter views

- 400MM total filter impressions

Additionally, charted performance over time shows an initial discovery period, growing and then peaking a few days after each filter launch. This is a strong indicator of users actively seeking filters, and driving users in-restaurant to do so. These levels of location-focused engagement and subsequent visibility made this McDonald's most successful exclusive content activation to date.

Media

Video for McDonald's Geofilters

Produced by

DDB Chicago, McDonald's

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.