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.

Kitten Bowl IV

Entered in Social Good Campaign

Objective

Introduce W25-54Kitten Bowl fans to the next installment of this special event and bring awareness to our corporate pet adoption initiative.

Attract new viewers & animal/cat enthusiasts with social tactics that feature our signature over-the-top "cat/kitten" cuteness.

Strategy

A comprehensive social media year campaign that covered the following:

Live-event support: Coverage of the live taping event on Facebook, via Facebook Live, Twitter, Instagram and Snapchat. Custom Snapchat filter was created for this event.

Kitten Emojis: Free Emojis, Stickers. Gifs and iMessages themed around Kitten Bowl was specifically created tied to the special -event.

Live Tweeting of the event- #KitenBowl Trended for over 6+ hours the day of the event peaking at #2 just under #SuperbowlSunday

Social Content: Capitalize on trending hashtags and content such as branded images, videos, gifs, memes, motion posters, countdown to Kitten Bowl posts to engage the audience.

Social Interactions: Experiences such as 360 videos, cat center behind the scenes videos, thematic posts centered around pet adoption and cat care, a Digital Cat-lete Card Creator where fans can upload their own pet and share to friends, giveaways with Kitten Trading Cards and VR glasses and Kitten your Selfie digital application with a selfie filter with our cat-lete kittens resonated well with the audience. We also hosted RT to win branded cooler backpacks and koozies, by uploading pics of fans cats/pets watching the show, which went over well and got a lot of submissions!

Influencers: Work with cat personalities such as Nala_Cat to do an Instagram takeover and other cat influencers. Also, partnererd with lifestyle/women bloggers and influencers in our core audience who helped live tweet in addition to the blog coverage.

Results

Most social original program of all time on Twitter for Hallmark Channel!

Kitten Emojis saw a 50% increase in downloads YOY, and had over 47% in engagement.

#KittenBol trended for over 6 hours in second spot right after #SuperBowlSunday

Beyond receiving support from talent in our films, La RAMS, Meredith Viera started tweeting about #KittenBowl and pet-adoption to support the Special Event.

Media

Video for Kitten Bowl IV

Produced by

Crown Media Family Networks

Link

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.