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

@midnight – Golden Girls: Legion of Doom

Entered in Facebook Video

About this entry

Beyond supporting the linear television show, the consistent objective of the @midnight digital pod is to create engaging, topical, shareable content. During the 2016 election especially, we looked for ways to share the barrage of political stories in ways that didn't fatigue or alienate our audience. For this piece, we took a heavy news story -- Trump's ties to Russia -- and added the satirical levity of a beloved television property, "The Golden Girls," to give our audience a new way to connect with the story.

Why does this entry deserve to win?

For the @midnight digital pod, our content is ideated, created, and executed at a very fast pace. An idea presented in the morning brainstorming meeting will be worked on throughout the day and released on Facebook the same evening. Three months before the election, many of our fans were already tired of the repetition and negativity in the news everyday. We wanted to bring levity to some of the serious issues. From past experience, we knew what a powerful tool nostalgia could be in connecting with our digital audience, so we chose a beloved and iconic theme song to parody. When we released the video, we used Facebook's cross-posting feature, relatively new at the time, to share the video with fans of both @midnight and Comedy Central, and it had 13 million views in the first day alone.

Results

What began as an idea for a simple topical post ended up being @midnight's greatest viral success in the show's 500+ episode history. After receiving 13 million views in the first day, the video went on to be viewed over 21 million times, 100% organically. We did not anticipate the topical relevance it would still have six months later, but we are still seeing new views and engagement daily. 90% of video views have come from shares, so our objective to create shareable content exceeded our expectations.

Media

Produced by

Comedy Central, @midnight, Funny or Die, Serious Business, Aloha Productions

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, YouNow, Musical.ly, and the rest of the social web.

The 10th Annual Shorty Awards will be held in April 2018 in NYC.