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.

Honey Jar - Kimmy Schmidt Tribute / Cross Promo Video & Titus Reaction

Finalist in Medium-Length Video, Comedy Video

Objective

Help launch Season 2 of The Unbreakable Kimmy Schmidt by cross pollinating their audience with our current core Orange is the New Black fan base.

Strategy

Over the course of OITNB Season 3 and Kimmy Season 1, we saw fans and critics tweeting, commenting and replying to both shows wishing that they would do a crossover episode. We decided to surprise fans with their "dream request" by producing an extended video piece that paid tribute to both shows.


Leading into the March release of Kimmy, OITNB characters recorded their own tribute song and dance to the tune of the Kimmy-famous song "Peeno Noir," with Litchfield-style lyrics! As a bonus, we showed the tribute to the cast of Kimmy first and filmed a reaction video, which was posted on the Kimmy channels.

Results

Our cross promo video was a huge hit! It generated a Twitter Moment and culminated over 2.4M engagements, 7.5M views and 41.9M impressions across social.


Due to the creative way it tied together the two beloved series, fans felt like they were being heard. More than 50+ media outlets spread the news, which gave way to a huge boost in buzz for Kimmy right before their next season's launch.

Media

Video for Honey Jar - Kimmy Schmidt Tribute / Cross Promo Video & Titus Reaction

Produced by

hi5.agency, Netflix

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.