The Early Deadline is December 9th! Enter Now!

Enter the 14th Annual Shorty Awards

The Shorty Awards honor the best of social media and digital. See categories below. The early entry deadline is on December 9th, 2021.

From the 11th Annual Shorty Awards

911 “Whats Your Emergency?” Campaign

Entered in Integrated Campaign

About this entry

To create an eye-catching 360, integrated campaign for the second season of Ryan Murphy's hit drama "9-1-1". The campaign would be centered around showcasing the crazy emergencies our first responders deal with on a weekly basis.

Why does this entry deserve to win?

First, we created a dramatic print campaign featuring some of the outlandish emergencies from the second season.

Then we put viewers directly inside of these incredible life-or-death moments with animated key art that start with seemingly normal situations then dramatically pull-back to reveal dire emergencies. We even caught fans by surprise by literally crashing a plane into their social feeds.

We engaged fans on social with a UGC campaign that asks fans to submit their craziest emergencies on a range of funny and relatable topics such as "What's Your PET Emergency".

Not to forget the amazing cast of characters that witness incredible emergencies on a daily basis... We capped off the campaign with a powerful digital billboard in Times Square that focused on the faces of the 9-1-1 cast, with their eyes showing us the effects of what they've seen.

Results

Season 2 of 9-1-1 opened with 9.8 million viewers, up 44% compared to Season 1.

Media

Video for 911 “Whats Your Emergency?” Campaign

Entrant Company / Organization Name

Fox Broadcasting Company