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.

Silicon Valley Season 3: Native Twitter In-Story Ads

Finalist in Native Advertising

Entered in Shoe-String Media Buying Strategy

Objective

HBO worked with Twitter to take advantage of a beta ad product to creatively align in-story marketing platforms with Silicon Valley's Season 3 plot. Knowing that the in-story websites for Pied Piper, Raviga, Hooli, Bachminty. Endframe and Code/Rag were fan favorites, HBO took in-story marketing to the next level by advertising on behalf of these fictional companies on Twitter.

Strategy

Twitter ads were created for five in-story websites central to the third season's plot, utilizing copy and imagery straight from the creative staff of Silicon Valley. The ads' native association kept promotion entirely within the world of Silicon Valley, much to the surprise and delight of Twitter users. HBO was the first entertainment brand to take advantage of the beta product and immediately flexed the product's creative boundaries at launch.

Results

The native ads generated over 4M impressions across the platform and drove almost 50k website clicks. Fans took to Twitter to screenshot their favorite ads, saying that they "loved that this showed up on my Twitter feed" and "well-played @hbo."

Media

Produced by

HBO

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.