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.

From the 6th Annual Shorty Awards Best Branded Real-Time Response to a Major Event or Cultural Phenomenon

This category honors a brand, agency, news outlet or personality that orchestrated a relevant and impressive response to an event in real-time. We promised ourselves that we wouldn't use the term "real-time marketing" to describe this award.

Finalists

finalist
Cap’n Crunch’s Viral Uniform Controversy
The Cap’n Crunch brand wanted to find a way to engage with consumers (primarily men) in their 20s and 30s, who often eat the cereal as an afternoon or late-night snack, rather than for breakfast. Huge partnered with the brand to relaunch the @RealCapnCrunch Twitter account and Facebook page and create more online conversation around the brand th...
finalist
DiGiorno: The Sound of Music Live
The rapport and trust we've built with the DiGIorno brand team allowed us to take a much-anticipated TV event and tweet about it with the fun and witty voice and tone people have come to know from @DiGiornoPizza. Inspired pizza-themed tweets struck a chord with audiences when we decided there's really nothing in pop culture that Pizza can't be a...
finalist
Dietz & Watson - LaserHam
LaserHam. It’s a story of nimble collaboration. Of relevance reliant on brevity. And of premium deli meat. It all started on an idle Tuesday night in September—10:36 p.m. to be exact. Comedian Michael Ian Black sent a frivolous tweet asking his 1.9 million followers if anyone had invented a laser that etches your face on a ham? And within...
finalist
Eli's BMW
As an initiative hatched in social media—starting with the auto blog, Jalopnik—Eli's BMW was the result of a car-loving community rallying around one of its youngest enthusiasts. At only four-years-old, Eli described his “dream car" as a BMW with 42 wheels, 19 engines, three drivers’ seats, and, of course, a toy trunk. Jalopnik asked for cro...
finalist
Pepsi Does the Harlem Shake
As the key mechanism of helping Pepsi walk the walk of its global Live for Now campaign, we are always on the lookout for ways to engage with the iconic brand’s youth target audience every day. This audience is hyper-focused on what is cool, interesting, fun and viral now. Right now. To create the relevance needed to be part of this target’s zei...
finalist
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 worldwid...

Nominees

#TwitterCarols
According to the National Institute of Health, situational depression rises during the holiday season, as well as suicides and suicide attempts. One North American survey even reported that 45% of respondents dreaded the festive season.* So to stop holiday shopping, travel and other stressful traditions from turning the year’s most enchanting seaso...
Airbnb #SochiProblems
When journalists began tweeting about the harsh accomodations in Sochi using the hashtag #SochiProblems. Airbnb and its ad agency, Pereira & O'Dell, were quick to react by tweeting directly to journalists with available Airbnb listings in Sochi.Sochi 2014 has also been coined as the "Viral Games" and in this quick-thinking real time marketing effort on Tw...
America's Baby
If you were anywhere around a television, radio, computer, smartphone, or even a person in July 2013, chances are you heard the buzz about the impending birth of the Royal Baby. While this was an event that directly affected the people of England, the volume of conversation stateside was immense. On July 22, 2013, the day the baby was born, reports estima...
Aquaphor's Royal Baby Response
Year over year, Aquaphor remains mom’s trusted brand to care for baby’s gentle, sensitive skin, and the birth of the Royal Baby proved an opportune moment for Aqauphor to respond with a timely, but namely brand-relevant, social post. The Aquaphor social content strategy champions moms against parenting’s ups and downs while giving a slight nod to the prod...
Bieber Egg Post
After Justin Bieber vandalized his neighbor's house by tossing eggs, it dominated the news cycle. Century 21 immediately hopped on the story, posting this reaction within a hour of the story breaking, as the champion and defender of houses everywhere. It was super-timely, funny, brand-appropriate, and Beiber-rific.
Breaking Bad
After the series finale of Breaking Bad, fictional meth kingpin Walter White was officially "moving on." So realtor Century 21 did a faux listing for the prominently-featured house on the show, and seeded it with fans of the show on multiple social platforms. On a minimal investment, this effort reached tens of millions of people and was covered extensiv...
Denny's iPancakes
Denny’s iPancakes post was created as a response to the hype created by the launch of the new iPhone 5s. The post was meant to delight audiences with witty play on words and to create within them a craving for Denny’s signature fluffy golden, pancakes. Less than impressed with the lack of additional features presented with the iPhone 5s version, industry ...
Earth's Best's Royal Bundle
Earth’s Best provides “better for baby" products with the freshest and purest ingredients, so parents can nurture their baby’s health with the utmost confidence. As a the leader in organic baby food for 25 years, we are proud to make a range of products varying from organic formula to infant cereals, jarred baby food, chlorine free diapers and wipes, baby...
Kanye vs. Creative Director
THE PROJECT “Who Said It: Kanye West or Your Creative Director?" is a gift to the creative community, and all who have all endured the misery of working for a self-proclaimed creative genius. The website is a simple this-or-that game that prompts users to click through a series of real quotes. The challenge: to guess which of god’s greatest gifts said ...
L'Oreal Paris Live Golden Globes Beauty Lab
The L’Oréal Paris Tumblr presence is intended to be one thing: a playground for all things beautiful. We launched the platform with the L’Oréal Paris Live Golden Globes Beauty Lab—a real-time social activation that rallied a team of models, makeup masters, hair gurus and nail extraordinaires to recreate celebrity beauty looks as they came down the red car...
Landing Pads
In November 2013, Amazon CEO Jeff Bezos went on 60 Minutes to announce that the online retail giant was developing flying robot drones to deliver packages. The announcement dominated the news cycle. Century 21 immediately hopped on the story, giving their spin on this new method of "home delivery." The story broke Sunday night. By Wednesday at lunchtime, ...
Lydia should have switched to #Truvia #BreakingBad #SweetSwitch
Truvia® natural sweetener is #1 in its category of zero-calorie natural sweeteners in the U.S. and is made with the best tasting part of the stevia leaf. On September 25, 2013 Truvia® natural sweetener launched a new integrated marketing campaign encouraging consumers to switch to Truvia® natural sweetener in their daily sweetening routine. A consistent e...
Protein Service Announcement
To celebrate WestSoy’s new #BakedInBoulder redesign, reflecting the brand’s Colorado heritage and the artisanal delights of its new baked and seasoned tofu, tempeh and seitan, ICED Media took an unexpected approach to the brand’s new digital footprint—forgoing traditional platforms like a website and Facebook page, in favor of launching exclusively on Tum...
Snack Attack
Snacks used to have no fear on the floors of minivans. So when the 2014 Odyssey launched with an available HondaVAC™, we felt we should warn them that their days were numbered. We launched the first large-scale, brand-to–brand Twitter event that left snacks shaking in their wrappers. Many brands came out to "fight" and it turned Twitter into a complete wa...
The Orange Is The New Black Response to Justin Bieber
This tweet requires no introduction.#SaveJustinBieber
Tidy Cats: Kitten Week
Tidy Cats is always on with the internet. After all, we make products for cats and embracing the internet and its love for cats is what we do. Part of our strategy in doing that is to capitalize on pop culture as a whole but also internet memes and topics that resonate. With Discovery Channel’s Shark Week, we saw an opportunity to parody something terrify...
Tryptophan
Realtor Century 21 is all about the comforts of home. And there's no time folks are more comfortable at home than when they're nodding off on the couch, surrounded by family, after a big Thanksgiving dinner. The song was made available for download and streaming on all major music platforms, with Century 21 donating 100% of the proceeds to its philanthrop...

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.