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.

Best use of User-Generated Content

This category honors the most creative and effective incorporation of user-generated content in a social media marketing campaign.

Finalists

finalist
2016 #caughtonNestCam
How can we reimagine the way you market a security camera on social media? And at the same time, how can we celebrate our current Nest Cam owners and community?
finalist
Commercializer
America has a problem. We consume too much. And while we all know that the U.S. is synonymous with consumption, what's less well known is that there is over $380 billion worth of goods sitting unused or stored away in U.S. households.letgo, a mobile app for buying and selling used goods, has the big ambition to try to remedy this situation by st...
finalist
NBC News: Election Confessions
Tell us what you really think. What are your thoughts on the presidential candidates? How do you feel about the election and the state of our country?Throughout the 2016 campaign, NBC has asked Americans to share their innermost thoughts anonymously—in numerous formats, across many mediums—on an election that people have very strong opinions abo...
finalist
Spotting “FedEx in the Wild” – Letting our Fans be Storytellers
When we initially launched our Instagram presence, it failed. We were the brand that was on Instagram because it was the place to be. We assumed that all platforms and all content were created equally. We reused content found on our other social channels on Instagram without a real strategy, which ultimately was not successful. After we failed f...
finalist
Unlimited Together 2016
The United States' strength as a nation lies in its unity. It's not the divided states, but United States of America. Better things happen when people come together.This summer, one divided group came together as one: the USA Basketball team. Each player had their own team, endorsements, style of play, and way of life. But for the 2016 Olympics,...

Nominees

Capital One’s #DefineYourDream Campaign
The #DefineYourDream campaign was born with the goal of showcasing the amazing things our customers are doing and our commitment to supporting them on their journeys. We wanted to find a way to build brand love and advocacy while inspiring our customers to share their own personal #DefineYourDream moments. We wanted to connect with our customers and show ...
Airbnb Holiday Traditions
The holiday season has become a hyper saturated hot bed for brands to blast endless retail and promotional messaging. From Black Friday to Christmas and everywhere in between - the holiday journey has become transactional and depersonalized.Additionally, the holiday season has importance to Airbnb as New Year's Eve is the company's biggest night of the ye...
American Horror Story Enhanced Fan Art
American Horror Story's community on social has always been incredibly engaged. Over the past six years fans of AHS have created countless tributes through fan art, video, and more. FX sought to reward these fans by selecting certain pieces of fan art and enhancing each piece with effects, animation, coloring, and more. These pieces of art were then relea...
Anytime Fitness Family Instagram Album
Despite incredibly active and diverse gym communities around the world, Anytime Fitness had a pretty stale Instagram feed in the beginning of 2016. It was run by corporate employees in an office setting, so dependent mostly on photo shoots in a mock gym plus content developed for the blog or elsewhere to maintain. Follower count remained pretty static and...
Capital One's Team Up for $10K Campaign
Capital One's Venture and Quicksilver credit cards are premiere in their rewards categories. With options for travel rewards/miles versus cashback, we believe that a customer's choice of card and rewards speaks volumes about them – beyond finances. For our customers, their card is an extension of who they are, and they strongly self-identify with their sp...
Citi® / AAdvantage® Everyday Adventures Contest
The Citi® / AAdvantage® card brand campaign was born out of the insight that the "modern explorer" is out there— one who values seeking out the extraordinary and is always thinking about their next adventure. The Citi® / AAdvantage® card is strategically positioned as the tool that helps the modern explorer get there faster, better and more often —it's th...
Helping Visa get backstage, and front of stage at Laneway Festival
Visa's brand equity has traditionally under-indexed amongst millennials and has an objective to get millennials to stop thinking of cash as their preferred way to pay.In order to combat this mind-set, Visa partnered with Laneway Festival – an environment where millennials are highly receptive and cash is their preferred way to pay, and launched our most s...
Nashville Unplugged: Go Write Me
We believe entertainment is a fundamental human need, and nowhere is entertainment more spectacular than at MGM Resorts International.In 2016, Nashville Unplugged: The Story Behind the Song launched in fall of 2016 at Mandalay Bay. The show is a country music influenced storytelling roundtable that brings the most successful, hit songwriters from Nashvill...
Odd Mom Out - Robo Acclaim Trailer Customizer
With a successful and critically acclaimed first season under its belt, Bravo looked to excite viewers for "Odd Mom Out's" second season by taking a "word of mouth" strategy to the next level.The network leveraged a first to market technology and the show's fan base by empowering them to express their love of the show across social media in an innovative...
Penny Dreadful Art of the Dreadful Gallery / It Was Foretold Campaign
Going into season 3, the most valuable tool Showtime had in its Penny Dreadful marketing strategy was the existing fanbase. They are sophisticated fans of horror, literature and period dramas, that are passionate, vocal and highly-engaged with the series and each other.Following two critically-acclaimed seasons of the series, the fandom of Dreadfuls offer...
Powerpuff Yourself
To reintroduce the tenacious trio to a new generation of fans, Cartoon Network tasked Carrot to create an online destination for their series reboot of Powerpuff Girls. Considering fans had been dying to join the Powerpuff Girls' squad for 16 years, an avatar creator was an obvious choice. We already had deep rooted nostalgia on our side, so above all we ...
Rising Legends: The Search For The Next K-Pop Star Goes Global
When most people hear the word "K-pop," they automatically think of PSY, the hilarious "horse-dance" guy behind "Gangnam Style." But for years, the Korean pop industry has been quietly amassing 35 million fans around the world.The explosive growth of this entertainment industry is etched into the history of Soompi, the first international K-pop community....
Rosewood Hotels & Resorts UGC
Rosewood Hotels & Resorts, an ultra-luxury hospitality brand, hired Spherical Communications in 2016 to increase awareness of the brand among luxury consumers on social media.While the brand's individual hotels are well known by their own select fan base, Rosewood wished to actively increase the awareness of sister hotels within the collection. For exampl...
Share Your Tales! Goldfish® Tales. Little Moments, Big Smiles.
By 2016, the US snack world became a $102 billion business, with an average 6,296+ snacks cluttering shelves (IRI, 2016). Goldfish crackers competed against more wholesome snacks like yogurt and granola bars (IRI, 2016) and 'snack giants' like Doritos, Tostitos, and Cheez-It with budgets up to 1.5X Goldfish's (Kantar Media, 2016). Meanwhile, insights indi...
WeAreCisco Employee-Generated Content for Employer Branding
The WeAreCisco social media mission is consistent across all platforms – to make a personal connection with future talent. The strategy that we developed a little over a year ago to make those personal connections was to use authentic stories of existing employees. Why? People trust their networks almost 9X more than they trust a brand. And in Edleman's 2...
storybooth.com
storybooth is an innovative new animated storytelling platform that collects real stories from young people in their own words, animates the best of them, and publishes them on our YouTube channel, website and mobile app. Our mission is to create a platform that empowers kids through the telling of their true stories to help them feel connected, inspired,...

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, Vine and the rest of the social web.

The 9th Annual Shorty Awards were held April 23, 2017 in NYC and streamed to the public.