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.

CONAN Remotes: Ride Along 2 with Kevin Hart and Ice Cube

Finalist in Long Form Video, Video

Objective

CONAN fans love his Remotes – When Conan Roams Wild. These extended segments feature Conan and a few of the CONAN staff members out on the streets, doing improv encounters with an unrehearsed public as Conan follows one of his quirky fascinations.

Universal sought targeted promotion for Ride Along 2. Universal and Turner partnered to create a custom CONAN Remote to engage fans, drive excitement, and build buzz. Team Coco created a hilarious Remote segment where Conan gives one of his staffers, Diana Chang, a driving lesson. Conan begins the lesson by teaching her basic rules of the road but ends up bringing in a little help from his friends and stars of Ride Along 2, Kevin Hart and Ice Cube.

Strategy

Turner created excitement by launching this CONAN Remote the week leading into the theatrical premiere. A robust social campaign supported the integration with custom posts via Team Coco's social handles and distribution leveraging Turner's proprietary targeting tool, turning this segment into one of CONAN's biggest integrated content promotions to date.

This partnership leveraged Turner's new social distribution product, Launchpad, which is designed to maximize a brand's impact across platforms by proprietary, actionable insights to a multi-platform campaign, optimizing placement and engagement from start to finish. Utilizing proprietary insights and real-time content optimization, Launchpad was able to push this video to trend #1 on YouTube and generate over 90K engagements to the "supercut" in a single week.

Results

Apparently, everyone needs a driving lesson – as this Conan remote has become the most viewed CONAN video of all time!

42MM video views across digital and social platforms to date and counting

4x the average view rate on TeamCoco.com

#1 trending video on YouTube on Jan 6, 2016 (day of release)

1.8M Twitter Impressions

Over 9M Facebook Impressions

Media

Video for CONAN Remotes: Ride Along 2 with Kevin Hart and Ice Cube

Produced by

Conaco, Turner Entertainment Networks and Maxus

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.