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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

The Twitter Debate

Entered in Twitter

About this entry

Through its Priceless platform, Mastercard enables people to have more meaningful experiences.

With the Mastercard-sponsored British Open on the horizon, the company wanted to create a more personal and priceless connection with golf fans, a key audience that spends 12x more annually than non-golf fans.

The campaign objective was to increase brand perception among golf fans by being the bridge between the British Open and everyday fans around the world.

Why does this entry deserve to win?

Most NBA fans don't play basketball, most NFL fans don't play football and most MLB fans don't play baseball. Almost every PGA Tour fan plays golf.

Golf may not be as physically demanding as other sports, but to golf players it is more than just sport. It creates social connections that build friendships, business relationships and enable family bonding.

These connections are at the heart of the meaningful, personal experiences golf fans have while playing the sport. Mastercard's strategy was to celebrate its fans' priceless golfing moments around the British Open, an important moment on the golfing calendar.

To kick off the British Open campaign, #TheHoleStory, Mastercard tapped into their team of golf pro ambassadors, including Brandt Snedeker, Ian Poulter, Boo Weekley, Harris English, Graeme McDowell and Tom Watson. The idea started with a simple tweet by Brandt Snedeker declaring his love for the iconic hole, The Postage Stamp. From there, our golf ambassadors got into a Twitter debate that passionate golf fans could watch and participate in.

Results

Fans jumped into the conversation immediately, tweeting replies and thoughts to their favorite Mastercard pro. The twitter debate helped make make Mastercard the most talked about brand at the British Open with 50% share of voice, reaching over 5 million Twitter followers reached with zero media dollars spent.

Media

Video for The Twitter Debate

Produced by

McCann New York, MasterCard

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.