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.

#MLBmemorybank

Entered in Financial Services, Integrated Campaign

Objective

Social media users don't tend to be kind to banks. Or large corporations. Or large corporations that happen to be banks. So how does Bank of America go about establishing a positive connection with people and getting them to share some of their most meaningful life experiences on Facebook, Instagram and Twitter? We did what any socially-challenged person might do at a party. We turned the conversation to baseball.

Strategy

Baseball fans are passionate not only about their teams and the sport, but also about the connections and memories they have created around the game.

We built #MLBmemorybank, a platform for fans to tell their stories and share their passion for the game through baseball memories. And to lead the conversation, we not only helped fans celebrate their baseball memoriesÂľwe also helped them create some amazing new ones.

Results

Through social posts, on-the-ground activations, and original video content, we managed to drive more than 56 million social impressions, 13 million video views, and reach social engagement and social sentiment metrics typically unheard of for giant corporations (that happen to be banks).

Media

Produced by

Hill Holliday , Bank of America

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.