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.

CNN Heroes: Real-Time Messenger Vote and Multi-Platform Campaign

Finalist in News & Media

Entered in Multi-Platform Campaign, Facebook

Objective

CNN's vision is to be the worldwide leader in mobile and video news storytelling. Continuously looking for new ways to connect with their audiences, CNN wanted to create a unique experience for fans around their award winning television special CNN Heroes. The goal was to reach and engage new audiences and create a more personal experience.

Strategy

CNN turned to Telescope, as the leader in voting technology, to create and power a multi-platform social voting campaign. Taking the experience from TV to mobile and everywhere in-between…

Working closely with CNN, Telescope developed the first ever real-time global Messenger vote for CNN Heroes – honoring individuals who make extraordinary contributions to humanitarian aid and make a difference in their communities.

Audiences were also able to vote via Online and Twitter and CNN also produced two Facebook Lives from the red carpet before the show with the CNN heroes and celebrities including Neil Patrick Harris, Diane Lane, and Olympian Laurie Hernandez.

A truly multi-platform campaign, it gave audiences the opportunity to interact at multiple touch points.

Results

Developing the first ever real-time Messenger voting solution enabled CNN to be at the forefront of content development for messaging applications. Audiences could watch the show and interact live with CNN on Messenger, creating a uniquely personal experience. Through Messenger, fans were also able to find out more about their Heroes and connect directly with the CNN News Team. The vote resulted in a ton of attention and engagement to the CNN Heroes page. The Facebook post announcing the winner went viral with over 73,400 shares and 3.3 million video views.

The campaign generated great feedback, trending on both Facebook and Twitter and the two Facebook Live Streams garnered over 500k views. CNN were able to reach new audiences around the world.


Media

Produced by

Telescope , CNN

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.