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.

Cinnabon BonBites Launch

Entered in Integrated Campaign

Objective

America's sweetest brand set out to drive profitable incremental sales by building awareness of our new, more shareable, bite-sized version of the Classic Roll that our guest knows and loves. Our goal was simply to have fans enjoy Cinnabon more often with our newest and smallest indulgence, BonBites – the Bon you love in one perfect bite.

Strategy

• With a 360 degree approach, we provided a consistent message to the consumer no matter the touchpoint.

• Leveraged relationship with Warner Brothers and movie STORKS to co-promote the launch of "New Bon in the Oven" theme.

• Tease, launch and sustain in social: First pique curiosity and drive anticipation with a #BonIntheOven baby announcement; launch with #BehindtheBon activation at the University of South Florida by tasking students to share Bon love with our new BonBites across social; sustain momentum with a compelling sweepstakes in conjuction with STORKS that allowed guests the chance to win a trip to Warner Bros. studios.

• Utilized eClub database to increase both trial and entry into #StorksPhotoBon sweepstakes.

• Implemented new training procedures to increase ease of operations.

Results

Public Relations: 101.8M impressions from coverage in Brand Eating, Trend Hunter, Broadway World, Chew Boom, obile Marketer, QSR Magazine, Food Business Review, and more.

Social Media: #StorksPhotoBon contest and #SweetTalk garnered 84.2M impressions for an estimated media value of $500,108, while our #BehindtheBon activation saw 13M impressions for estimated media value of $77,220.

Financial: BonBites are currently the most profitable roll offering with upsell opportunity to drive check. The introduction of BonBites has helped to offset the decline in quantities sold of other products, resulting in net positive sales.

Operations: Low complexity procedures that yield consistency.

Media

Produced by

Cinnabon

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, Vine and the rest of the social web.

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