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

Coca-Cola American Music Awards Activation

Finalist in YouNow Partnership

Audience Honor in YouNow Partnership

About this entry

In 2016, the Coca-Cola Music team focused its efforts on connecting fans with artists from around the globe through intimate and spontaneous live streams, while leveraging the brand's social platforms. For the American Music Awards, Coca-Cola was looking for a way to provide an insider-view from the AMAs Red Carpet in an innovative way. YouNow was a natural fit to partner with given the platform's teen focus and deep-level engagement mechanics. Ultimately, the platform provided an opportunity to create long-from content that is engaging, while naturally integrating the brand.

Why does this entry deserve to win?

During the four days leading up to the AMAs, four YouNow influencers broadcasted their journey of becoming hosts of the Coca-Cola Red Carpet at the 2016 AMAs. They created 15 live streams before the main Red Carpet broadcast, promoting each stream across various social media platforms to drive incremental reach and engagement. YouNow's engaged user base created the programming organically by integrating Coke Music stickers and gifts to get the broadcasters' attention -- ultimately, creating millions of authentic, magic video moments. A 20 second animation -- known on the platform as an on-screen 'Super Gift' -- was available for users to send to their favorite broadcasters, associating the brand with excitement, facilitating brand affinity and creating a verbal call-to-action to drink Coca-Cola products.

Results

In 2016, Coca-Cola provided fans with exclusive behind- the-scenes content – both on social media and in person. During the four-day campaign, YouNow influencers interviewed Shawn Mendes, Gigi Gorgeous and Danica McKellar, among others.

The YouNow broadcasts made up for 25 hours of content, generating 1.3MM unique views and 58MM impressions. Additionally, more than 75k Coke Music YouNow stickers were purchased and shared by music fans.

Media

Video for Coca-Cola American Music Awards Activation

Produced by

CSE, Coca-Cola

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.