entries for brands and orgs open now enter

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 9th Annual Shorty Awards

Budweiser: Harry Caray's Last Call

Finalist in Video, Facebook Video

Gold Distinction in Live Event Coverage

Entered in Real Time Response, Long Form Video

About this entry

Today more than ever, brands need to move at the speed of culture to stay relevant. But not every brand should insert itself into every trending topic. The challenge is finding one that is authentic to that brand, that audience, and that moment. It's not easy to find the perfect moment. But in October 2016, Budweiser did. Cubs fans had been waiting over a century for a championship, and Budweiser had been with them every step of the way. By the time they clinched their spot in the World Series, there were only five days left until the first pitch. We quickly set out to create an emotional and authentic piece of content celebrating a win 108 years in the making.

Why does this entry deserve to win?

We honed in on the love Cubs fans have for Harry Caray — the legendary Cub Fan, Bud Man. Because he never got to see the Cubbies win a World Series, it was only fitting that he call the historic game. So we worked with his estate and WGN to gather audio clips from his 16 years calling games. Simultaneously, we enlisted a crew on the ground in Chicago to follow real fans throughout the entire series. 13 days later, the Cubs pulled it off in dramatic fashion. As the city celebrated, we worked through the night to create a powerful digital video, stitching together years of audio so Harry Caray could finally call a Cubs World Series win.

Results

The next day, when people talked about the Cubs, they talked about Budweiser. Budweiser was the first brand to simultaneously have the most engaging brand posts on Facebook, Twitter, and YouTube. The video became a trending topic on both Facebook and YouTube, racking up over 34 million views — 5 million more than Budweiser's 2016 Super Bowl ad. The Cubs spot quickly garnered 625 media placements, with 325M earned media impressions. With a whole lot of hustle (and a little help from the Cubs) we helped prove that authentic storytelling is king. That's how Budweiser won the World Series.

Media

Video for Budweiser: Harry Caray's Last Call

Produced by

VaynerMedia, Budweiser

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 10th Annual Shorty Awards will be held in April 2018 in NYC.