8th Annual Shorty Award Categories

Archived from the 5th Annual Shorty Awards Best Use of Social Media for a Consumer Brand

If Don Draper were alive today, he’d surely have “social media" in his job title and be pitching big ideas to brands on how to insert themselves into the conversation on the real-time web. This award honors marketing campaigns that have best integrated Twitter, Facebook, or other social media in a creative and meaningful way to successfully launch or promote a consumer brand. Click here to see the previous winner and nominees.

Social Bonus - Judges will award a social bonus to Industry Award entries that are shared the most by clients, colleagues and industry experts. Direct people to your entry page where they can click one of the share buttons.

Honorees & Finalists

winner
Food Lion's Operation Grocery Drop
When you’re launching a new store brand, how do you use social media to make a splash where trust in private labels is low? Food Lion had an idea: Bring the groceries right to consumers’ doorsteps and use social media to spread the word. To launch its new value-focused private brand, my essentials, Food Lion infiltrated neighborhoods in multi...
Pepsi: Live For Now
2012 was the year for Pepsi to Live For Now and Deep Focus wanted to get the word out. Along with Pepsi and our partners, we transformed the brand’s social agenda to one that exuded Live For Now in every image, copy and conversation. We programmed Facebook, twitter and other social platforms with exclusive sponsored content. Pepsi livestream...
JetBlue Getaways Presents, "Get Away With It!"
People know JetBlue as an airline, but they don’t know that JetBlue offers flights, hotels, wheels and more via their JetBlue Getaways product. Our task: take a limited media budget and increase awareness of JetBlue Getaways in a crowded vacation package category. Our approach: break through the clutter and encourage participation with Getaways ...
finalist
smart USA: Poop Tweet
People were talking a lot of sh*t about smart on Twitter. The car’s size, safety and style were all 140-character punch lines. So we had a choice. We could ignore the haters. Or we could use our unique voice to change their minds. As part of a larger program geared to humor our haters, we struck back at a tweet that said, "Saw a bird had crap...
finalist
Dr Pepper Social Program
2010 and 2011 were historic years for Dr Pepper, but the beginning of 2012 was another story. Growth had slowed. Peppers weren’t engaging like they used to. Facebook had changed and we needed to change, too. So we hit the reset button. Knowing that Pepper fans were increasingly interacting with us on their phones and that imagery was key ...

Nominees

#friskissthlm
In January all gyms and health clubs advertise to catch everyone who made the classic New Year’s resolution – start excercising. Friskis&Svettis; is no exception. Our mission was to create a campaign on behalf of 16 branches of Friskis&Svettis; in Stockholm, to get more people to discover the various forms of exercise at Friskis&Svettis.; Friskis&S...
A story platform on wheels | How Pepsi becomes LikeFriends
In the Netherlands Pepsi’s social media isn’t a campaign, its a program defined by fans. Pepsi shows courage and builds on their brand promise by not rewarding fans with prizes or freebeez to stimulate engagement, but to enable people to experience things in the moment. All experiences are documented on social media and when combined, they underline that ...
Arnold, Brownberry, and Oroweat Sandwich Thins
Since entering the social space, Sandwich Thins has successfully set themselves apart from their competition. Their unique voice replicates the modern, confident woman and significantly differentiates them from other brand pages. Sandwich Thins has an integrated approach to Facebook, placing equal emphasis on the importance of engaging content and custom...
Brush Buddies Worldwide Music Search
Brush Buddies is an emerging consumer brand with a growing social media audience of people who like their music and love their teeth. Less than 2 years ago, Brush Buddies created an Oral Care category of Singing Toothbrushes that play today's hit songs while brushing with Justin Bieber, Lady Gaga, One Direction, LMFAO and Psy. Our Social Medi...
Clorox’s Bleach It Away Program Encourages Parents to Talk about Pee, Poop and Puke
After nearly 100 years, bleach sales were fading as its traditional consumers aged. To reverse decreased sales bleach had to be relevant to a new, younger audience – today’s parents. Ketchum helped Clorox do this through Bleach It Away, a frank and funny program highlighting life’s bleachable moments – you know, those OMG EWW moments every parent has but ...
Dell Music
Dell wanted to engage and reach a younger audience (Generation Y) promoting that Dell’s products empower you to do more. They also wanted to measure interactions within their Facebook campaigns to monitor viral uplift on paid and owned activity while recruiting new fans. As music is a huge passion point for Dell’s target market, TBG Digital built a so...
Entertainment Weekly
Our mission: In 2012, EW kicked off a continuing campaign to leverage the magazine's unparalled access and our robust social media presence -- specifically, the Fans Only tab on our Facebook page -- to boost traffic to EW.com and digital subscriptions to our weekly magazine. Our four-pronged approached was designed to: -Reward existing Fans with exclu...
Launching a Social-Minded Brand, CLEAR SCALP & HAIR THERAPY
Unilever partnered with Weber Shandwick in 2012 to launch a revolutionary line of shampoos and conditioners, CLEAR SCALP & HAIR THERAPY™, with an aim to turn the conventional hair care discussion on its head. With a target market of 18-35 year olds, we knew social media was the perfect driver for marketing communications and consumer engagement. Weber S...
Maybelline Color Show
Maybelline Color Show is an innovative, user-centric approach to nail polish discovery. Historically, beauty brands have relied on glossy yet flat advertising to promote products, with little room for the user to understand how these products might fit into her life. To help bridge this belief barrier and drive deep customer engagement, we created Color S...
Nikon 1" Small Moments are Huge" Online Facebook Gallery
MWW sought to raise consumer awareness of its Nikon 1 system line of compact interchangeable lens cameras by arming select influencers (called “Guest Stars") with Nikon 1 J1 cameras to capture the everyday small moments that have a huge impact on their lives. MWW/Nikon created the Nikon 1 “Small Moments are Huge" Gallery, an online photo gallery on Facebo...
Nokia Music and AT&T Present Green Day's Numero Uno Fan Contest
Green Day’s “Numero Uno Fan" contest generated more than 165,000,000 social impressions and 179,000 social actions by rewarding fans for engagement, using technology from PunchTab. Fans were encouraged to complete various social actions. Each action earned fans points to move up a leader board and toward the grand prize: tickets to the Green Day conce...
Skinnygirl Cocktails #WinningTheOscars
#Winning at the Oscars® Awards About this Entry: Skinnygirl® Cocktails stole the spotlight at the biggest award show in Hollywood – the Oscars® Awards. Leveraging the excitement surrounding the “Super Bowl of cinema" of their passionate female fan base, Skinnygirl Cocktails, through creative real-time social activation, was able to capitalize on the aw...
The '+' Project in Asia Pacific by Philips
The key business objective was to raise awareness of the brand in Asia and establish Philips as a company that channels innovation. The ‘+’ Project, a multi-country initiative, was designed to engage stakeholders in Asia via social media and crowd source ideas aimed at improving health and well-being. A movement was initiated. The purpose of ...
The Clorox Lounge
Studies say 75 percent of people use smart devices while on the toilet, indicating they want entertainment in the loo. If you've already got them sitting at attention, why not get them to interact with the Clorox Family of Toilet Products? Enter The Clorox Lounge: a fully-integrated, 100 percent social campaign and first-of-its-kind program for The Clorox...
The MSNBC Experience at the DNC
For MSNBC’s passionate fans, political events like the Democratic National Convention are not a spectator sport. They are the ultimate opportunity to articulate beliefs, espouse one’s values, and celebrate being part of a progressive community. We realized that MSNBC had a significant opportunity to provide our fans with the ultimate DNC experience – to...
TopChicret - Announcing Charlotte Free as New Face of #1 Cosmetic Brand in the World
Did You Hear? In order to announce model Charlotte Free as the new face of Maybelline New York, ICED Media created an original asset entitled #TopChicret. Our viral video campaign starring P’trique of “Sh*t Fashion Girls Say" and nearly 20 influencer cameos launched in April 2012 to worldwide acclaim. The buzzworthy asset earned coverage on an array ...
Unboxing Furby Online
In 2012 Furby returned to store shelves evolved with new features to make it even more interactive and expressive, including LCD eyes and a “mind of its own" that changes personality depending on how you play with it. As Furby had been updated to be an even more engaging and social toy, it needed to be promoted in today’s social space. We created a soc...
Your Set by Calphalon
Calphalon is cultivating its own brand of cook — one born of creativity, experimentation and, above all else, a genuine love of food. Pair this adventurous spirit with a digital market that’s embracing people’s affection for customization, and you create the perfect recipe for innovation. You also invent an industry first: Your Set by Calphalon. Allowing ...
got milk? The Breakfast Project
In 2012, the Milk Processor Education Program (MilkPEP, the organization behind the got milk? campaign), set out to ramp up sales of milk with a focus on the number one occasion for milk consumption: breakfast. The brand found that social media was buzzing about breakfast - with approximately 18 million conversations annually*– including real-time report...

8th Annual Shorty Award Categories

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 8th Annual Shorty Awards were held April 11th, 2016 in NYC and can be streamed on youtube.