Shorty Social Good Awards

Entries for the Shorty Social Good Awards are now closed. Stay tuned for the announcement of finalists! View entries submitted below.

The Shorty Social Good Awards honor groundbreaking corporate social responsibility and sustainability campaigns that organizational and marketing teams have worked so hard to realize. While the Shorty Awards have long-honored the best of social media, this competition includes efforts made by organizations to improve sustainability and diversity internally, foster globally-minded business partnerships and increase employee community and civic engagement.

Archived from the 6th Annual Shorty Awards Best Use of a Hashtag on Twitter

The humble #hashtag emerged as a grassroots invention by Twitter users, for categorizing and sharing tweets. Now, viral hashtags are a major way to follow top news stories, celebrities, products and trends. This award honors the most creative and effective use of hashtags on Twitter for a specific brand, marketing campaign, product, or service. Click here to see the previous winner and nominees.

Finalists

finalist
Purina: #PetsAtWork
Our challenge was to gain exposure for Purina’s commitment to Pets at Work Day by generating a large volume of small, personal actions endorsing the idea, tying the overall Pets at Work (PAW) movement to Purina’s pet-friendly office policies. We needed to position Purina as small, human, personal and authentic, building trust in the brand and...
finalist
MasterCard - #PricelessNewYear
For the past 25 years, MasterCard has been a brand that has celebrated Priceless moments in culture. As a financial brand, we took the stance that some things were beyond money, and that the most important moments in life were the ones you spend with the people who matter most, rather than the things you choose to buy. This past New Years Ev...
#theworldneedsmore
When a disaster strikes, aid workers need resources like food, shelter and medicine to help the victims. In 2013 the United Nations asked us to help generate funding for humanitarian aid so that they have the resources they need for both ongoing and new humanitarian aid efforts. While people want to help disaster victims, often the only resource...
#SFBatKid
On Friday, November 15, 2013, five-year-old cancer fighter Miles, aka #SFBatKid, got his wish to become a superhero with the help of Greater Bay Area Make-A-Wish Foundation and a social media campaign created by Clever Girls Collective. San Francisco was transformed into Gotham, complete with bat signal and Police Chief Greg Suhr's plea for h...
finalist
Charmin #TweetFromTheSeat
40% of young adults admit to using social media in the bathroom* (and those are just the people who admit to it). At our core, Charmin is all about giving people a better bathroom experience and it is important to us that this translates to how we engage with consumers on Twitter. And of course, we love potty humor. * http://news.yahoo.com/40...
finalist
Pepsi Summer of Fan Armies
Socially fueled campaigns were not new news for advertisers in 2013, but Pepsi was the first brand to ever enable consumers to determine an artists’ next early release from a new album by use of Twitter hashtags. Pepsi was able to use its long history with music to justify its role in the promotion and consumers appreciated and understood t...
finalist
UN WOMEN
Title of Entry: The Autocomplete Truth Client: UN Women Product/Service: Gender Equality Date of First Implementation: April 18 2013 Short Description of Campaign (500 words) In this day and age, it’s practically unthinkable to consider gender inequality as a persisting issue. UN Women however, sees that despite decades of global advancem...
winner
The Voice: Instant Save
The Voice hits all the right notes on-air, but what's happening on social really sets The Voice apart. The show is built from the ground up to have the most meaningful, entertaining social experience on television. Fans expect nothing less from the show that pioneered Social TV. During Season Five, The Voice introduced its latest social...
finalist
Honda Summer Clearance
In support of the annual Summer Clearance Sales Event, Honda launched a unique social media campaign in which the brand directly engaged with Twitter users utilizing real-time Vine videos. Honda responded to tweets with the #wantnewcar hashtag with live Vine videos encouraging users to ditch their old car and purchase a new Honda through the Sum...
finalist
#YoureDoinItRightWhen by Singley + Mackie for YP.com
#YoureDoinItRightWhen YP Promoted Trend from Singley + Mackie on Vimeo How do you go from “the phone book company" to a top 10 app on iTunes? With a Twitter promoted trend that shocks and awes. YP.com tasked Singley + Mackie (singleymackie.com) with starting a conversation about "doing" that would create massive brand awareness and increas...

Nominees

"The Power Inside"
"The Power Inside", presented by Intel + Toshiba, is a social film that tells the story of the invasion of an alien species called Uricks that are disguised as moustaches (or unibrows). They look like facial hair and attach to your upper lip or eyebrows to control your mind. The film's protagonist, Neil, must look inside himself to defeat the invaders and...
#AdvancingtheDream: a call to action
Fifty years ago, Dr. Martin Luther King, Jr. lead the March on Washington, culminating in his famous “I have a dream" speech. Today, it's everyday Americans advancing that dream. So, msnbc celebrated the march's anniversary all summer long by asking our community how they were affecting change. Television, digital, and social came together to devel...
#CES2014 at The International CES
Our usage of #CES2014 for The International CES was a collaborative effort across our entire marketing team that provided fantastic results. We made sure our hashtag was promoted across as many verticals as possible so that our attendees knew to be using it when talking about CES on Twitter. - We promoted it in our YouTube video about social media on...
#ComedyFest
The first-ever celebration of comedy and comedians to be programmed on Twitter. And no drink minimum.For five days, over 60 comedians participated in 20 tweet-based events, all linked by a single hashtag: #ComedyFest. From a kickoff livestream featuring Mel Brooks' first tweet to a Vine mini-fest to interactive roasting to Q&As; with comedy legends, it wa...
#HomeRocks
There is nothing that compares to the feeling of arriving home after a long day. This exact feeling is captured and celebrated in the 2014 Coldwell Banker TV commercial, which debuted on the Grammy Awards and set to the classic Mötley Crüe anthem “Home Sweet Home." Created by agency partner Siltanen & Partners, the Coldwell Banker “Home Sweet Home" c...
#SCtop10
As ESPN's flagship program, SportsCenter provides TV's most thorough presentation of sports news, highlights and analysis. The Top 10 plays of the night are a cornerstone of SportsCenter’s television presentation, and #SCtop10 is the thriving extension of the show in the social space.The #SCtop10 hashtag is a testament the show’s cultural impact, as fans ...
#TextsWithGran
The Twitter campaign for "Derek" baked the show's themes of kindness and elder wisdom into its voice and strategy in every message and activation. This approach began with the naming of "Derek" social accounts - "BeLikeDerek" on Twitter, Facebook, Tumblr, and Instagram. This name implied a challenge for fans to emulate Derek's compassion and selflessness,...
#USOmoments
The USO was launching a massive brand campaign on Veterans Day, Every Moment Counts. The goal was to raise awareness of the general American public the everyday moments often taken for granted that our military families sacrifice. On Twitter and Instagram, the USO wanted to break through the noise to reach and engage a huge audience with the hashtag #...
#WAKASMILES Tweet-a-thon for World Smile Day
Over the past 16 years, through parties, games, and events for young professionals, WAKA Kickball & Social Sports has helped create over 10 million smiles. As a company, our Big Hairy Audacious Goal is to create 100 million smiles before the end of the decade. The challenge of this campaign was to harness the power of Twitter to show real stories from WAK...
#ZapposGingerbreadMan
During the holiday season, the Zappos team lost their beloved Gingerbread Man who escaped from Las Vegas and ended up in Austin, TX. The only way they could find him was to enlist the help of one of America’s most social cities – Austin, TX. Local Austinites, armed with their mobile devices, were encouraged to join our social chase. Those consumers who sp...
#ZapposRecharge Broadcasts New York Fashion Week
Zappos breathed new life into New York Fashion Week with the hashtag #ZapposRecharge. It served as the inspiration for a pop-up lounge experience at Lincoln Center offering charging stations, BluePrint juices, complimentary massages, live streaming fashion shows and a wardrobe refresh courtesy of Zappos product and gift card giveaways every 30 minutes. Th...
Chennai Express
Chennai Express, a recent blockbuster Bollywood movie won many social media accolades worldwide. The social media strategy for “Chennai Express" was well planned for the right timing, buzz and effective engagement. The biggest initial challenge was deciding the correct timing for the launch (of various campaigns), selecting the right keywords & hashtags, ...
DiGiorno: #DiGiorNOYOUDIDNT
DiGiorno wanted to extend their reach to new audiences and be part of the football conversation throughout the NFL season without a large media spend or sponsorship. So we took that objective, thought about where guys were getting together to really follow and participate in the NLF season, and we recommended Fantasy Football as a smart place to "play". A...
Duck Dynasty Season 4 The Endless Quack
To promote the fourth season of Duck Dynasty, we looked to engage our rabid fanbase and get them excited for new episodes. We launched the “Endless Quack" within A&E’s Duck Dynasty home page. We set up an ongoing countdown clock and asked our fans to tweet #Duck Dynasty. Every tweet added 1 second to the call clock, with the goal of generating the longe...
Guardian US: #AskSnowden and the NSA Files
In a series of stories based on top-secret National Security Agency documents leaked by former intelligence analyst Edward Snowden, the Guardian revealed the vast scale and scope of intelligence surveillance programs, how technology has enabled the widespread, indiscriminate and routine mass collection and analysis of telephone and internet data, and how ...
How #PocketJamie Became A World Wide Sensation
The newest STARZ Original Series, Outlander, has the most engaged fan base in advance of a premiere in our network’s history. As a digital marketing team, we have a very unique opportunity to engage and activate this fan base to become our digital word of mouth marketers. To activate them, we need to immerse them, to bring them in to the world of Outlande...
MTV EMA: #EMAzing
The MTV EMA – MTV's global celebration of the hottest stars in music – recognizes artists from around the world and across genres, and brings together music fans everywhere for a one-of-a-kind experience in the weeks leading up to and at the show. The 2013 MTV EMA aired across MTV's global network of more than 60 channels, reaching nearly 700 million hous...
Pretty Little Liars #PLLReaction Campaign
After previous big plot reveals on Pretty Little Liars, we noticed a trend among fans in the social media space—they loved to share photos of their reactions to plot twists & turns. We decided to capitalize on this organic trend to amplify the buzz on Twitter during the summer finale. During the broadcast of the episode, we ran an on-air snipe telling f...
Tangible Media and Deep Silver's Saints Row IV
The latest version of Saints Row IV saw the revitalization of Johnny Gat, a staple character to the Saints Row franchise. His last name was just to close to the abbreviation of Grand Theft Auto V (GTAV); therefore, to combat the launch of GTAV, we utilized the hashtag GATV in an effort to troll any of GTAV's activity on September 17th, 2013 (launch day).T...
The Most Retweeted Brand Tweet Ever
How we killed the giants and stole their thunder. Nokia phones have been in a range of vibrant colours for some time. So when Apple abandoned their well-known colourless product line and launched their iPhone 5C in a range of vibrant colours, we thanked them. Our simple tweet at the exact moment of their announcement, hijacked #Apple worldwide and domi...