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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.

Jeff Mauro Takes Over Food Network’s Discover Platform

Finalist in Snapchat Partnership

Objective

Snapchat has allowed Food Network to continue using its wide array of culinary talent to reach new and young viewers. Jeff Mauro, the friendly host of Sandwich King and The Kitchen, took over the Food network Snapchat Discover platform in September to help bring a fun and personal flair to the channel.

Strategy

With the Snapchat Discover platform, Food Network is always looking for unique ways to reach new viewers with famous faces they'll recognize from their favorite shows and new voices to show them a different perspective on their favorite cooking tips.

The high quality of the video series sets it apart from traditional celebrity takeovers. With vertical shots of Jeff, the food, and his "millennial" co-host, the experience was fully optimized for mobile viewing. Jeff's bright personality and fun attitude made him a natural fit for the platform, and his recipes, taste tests, and competitions with his co-host were filled with laughter and some light cooking information. The text displayed in the snaps for the recipe videos allowed fans to screenshot the instructions and recreate the dish on their own time. The experience was familiar, personal, and entertaining, proving that Snapchat is a perfect place for many of the big personalities that Food Network has at their disposal.

Results

Filled with laughs, fun, and, of course, new recipes, Jeff Mauro's takeover provided a high-quality yet organic feeling to the Snapchat Discover channel and brought more awareness to the television content through his cross-promotion.

Media

Produced by

Scripps Lifestyle Studios

Link

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, Vine and the rest of the social web.

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