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

Butterball On Demand

Entered in Facebook Video

About this entry

For more than 35 years, 50+ experts at the Butterball Turkey Talk-Line have greeted panicked cooks with open ears and a wealth of knowledge for poultry perfection. But call volume at the Talk-Line fell flat, because younger, first-time cooks wanted their information right away, in a format that's at their fingertips. So we needed a new way to help new cooks this holiday. We needed to bring the Turkey Talk-Line into the 21st century.

We aimed to:

Why does this entry deserve to win?

So in 2016, for the first time ever, Butterball greeted a new generation of cooks in a new way. We gave cooks immediate answers to their turkey troubles on the line's newest texting capability, open for instant advice, 24/7, the week leading up to Thanksgiving.

Whether it's Grandma, Mom or your co-worker Esther, experienced cooks are the first people we turn to when faced with a turkey dilemma. So we produced videos featuring Butterball experts to demonstrate, with humor, why the Talk-Line's advice was more helpful than family, friends or artificial intelligence.

Key video elements included:

We posted the videos across Butterball's social channels during the week leading up to Thanksgiving. To maximize their impact, we used targeted Facebook posts in addition to posting publicly in accordance with social media best practices. This social strategy also allowed the opportunity to target cooks who were not immediately aware of Butterball resources and drove more engagement.



Video for Butterball On Demand

Produced by

Edelman, Butterball


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.