13th Annual Shorty Awards Categories

The Shorty Awards honor the talented agencies, brands, and industry leaders behind the best and most innovative work on social media and digital channels, campaigns, websites and applications.

From the 10th Annual Shorty Awards

Car Porn With A Plot

Entered in Online Community

About this entry

Audi is outspent by direct competitors and therefore needs to rely on organic reach and engaging users to have an impact.

Why does this entry deserve to win?

The Insight:

What's better than car porn? Car porn with a plot.

The Idea:

Turn our Instagram feed into a digital publication of car culture that compels users to engage regularly.


This isn't about one campaign hashtag. We built long-term, sustained community engagement on the Audi Instagram account and became the most engaged-with luxury auto brand along the way.

How? We stopped acting like a car brand and became a publisher of car culture and lifestyle. Instead of looking at the direct competition, we took cues from fashion, arts, and entertainment accounts.

We've been covered in numerous industry publications for innovation and creativity, grown followers to 10.2 million, and delivered millions of organic impressions for a brand that is severely outspent by the competition.


Video for Car Porn With A Plot

Produced by

MUH-TAY-ZIK | HOF-FER, Audi of America

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, YouTube, Instagram, Twitch, TikTok, Snapchat, and the rest of the social web.

winners have been announced. follow us to see who won!