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.

THE 70TH ANNUAL TONY AWARDS: A BOUNDARY BREAKING INTEGRATED ONLINE EXPERIENCE

Entered in Multi-Platform Campaign

Objective

To celebrate the 70th anniversary of the Tony Awards®, we wanted to pay tribute to an incredibly rich heritage while celebrating a season of unparalleled creativity and innovation that would pave the way for tomorrow. We know theatre is often considered a niche industry with a very specific audience, but our goal was to make sure that history would have its eyes on Broadway this season.

Strategy

We brought the Tony Awards® beyond the bounds of Broadway to the entire world with a fully integrated digital experience—from a digital platform to celebrate the specific stories of our season, to a digital news aggregate, an original video series, and a social media extravaganza, all the way through to our 6 hour fully produced red carpet and behind the scenes show live event.

Results

The Tony Awards were the talk of the town and the digital space, garnering nearly four million impressions. #TonyAwards was trending globally all day, our live show received nearly 300,000 views across publishing platforms, and our Snapchat Live Story received millions of views worldwide. A story for the ages!

Media

Video for THE 70TH ANNUAL TONY AWARDS: A BOUNDARY BREAKING INTEGRATED ONLINE EXPERIENCE

Produced by

Serino Coyne, Tony Awards Productions

Links

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.