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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

Sunny Inspirational Graphics

Winner in Pinterest

About this entry

To promote the 11th season of the hit comedy "It's Always Sunny in Philadelphia," FXX decided to focus on the last platform anyone would expect for this show: Pinterest. The typically aspirational world of Pinterest was the perfect platform to put through the eyes of the deranged personalities of the Sunny. The goal was to launch the show on a new platform and draw attention with an out-of-left-field social approach, sparking interest in the show's new season.

Why does this entry deserve to win?

In order to subvert Pinterest, FX first needed to identify the most common themes and best practices of the platform. They identified three major categories for the boards: Inspirational Quotes/Motivations, Romance, and Food. Or, in Sunny terms, Inspirational Crap, How to Plow, and Tasty Sh*t. These characters cut straight to the point.

FXX then set out to comb through 11 seasons of content in order to find the best photos, moments, and quotes to create fresh, original assets that could fit within the vibrant, colorful world of Pinterest. FXX ultimately created over 20 original assets that reflected the Pinterest aesthetic. Think sunsets and chalkboards, bright colors and varying fonts, and lots of cheesy stock photography.

Once created, FXX started posting the assets and driving to the new Pinterest presence. The account also tagged each asset (pin) with classic Pinterest hashtags so that the ridiculous Sunny cards would start popping up in more traditional Pinterest boards. This allowed the assets to spread and permeate the platform more surreptitiously, extending the reach of each asset.

Results

"Oh Sh*t! The Gang's on Pinterest" was a big hit with fans and helped drum up renewed interest in the comedy as it entered its 11th season. Fans were sharing the pins across platforms, often chiming in with their own favorite moments to be exploited for the next card. The assets were also banked for their evergreen quality and re-used throughout the off-season to keep the conversation going. The success of the three main boards also led FXX to add another board (Junk from Jabronis) for all of the amazing fan art shared across Pinterest.

This campaign allowed FXX to extend the show's reach to a whole new audience, one that might not have otherwise found the show.

Media

Produced by

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

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