CONGRATULATIONS BRAND & ORGANIZATIONS WINNERS! see the list

11th Annual Shorty Awards Categories


See below for official categories. Entries close and voting ends on February 21st, 2019 at 11:59pm ET.

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.

Be Painted by a Genius: NatGeo's Picasso Bot

Finalist in Facebook Messenger

Objective

To introduce audiences to season two of their hit drama series "Genius," National Geographic needed to devise a way to enable fans to interact with the genius himself, using only their smart phone. But how do you bring Picasso to life using modern technology, in a way that feels impactful, and drives fans to follow through and watch the program?

Strategy

We settled on a custom Messenger bot; one that gave fans the opportunity to chat with Picasso, using GIFs and footage of the show's star, Antonio Banderas. To take it one step further, we used best-of-breed machine learning frameworks to train a computer on Picasso's greatest work from three infamous periods in his career: blue, surreal, and cubist. Users answered a few questions about their favorite Picasso styles and their mood, then uploaded a photo. Using automated image manipulation, we returned your portrait as "painted" by Picasso.

No one photo was the same, giving users their own masterpiece painted by the genius himself, and with a National Geographic watermark attached that included premier information. And once users interacted with the bot, your friend Pablo dropped in just before the first episode to remind his "muses" to tune in.

Results

The results speak for themselves:

Ad recall: 28 pts (2x the entertainment industry benchmark)

Brand Awareness: 16 points (1.5X the entertainment industry benchmark)

Intent to Tune-in: 6 pts (2x the entertainment industry benchmark)

Reported Live tune-in: 3 pts (above the TV benchmark)

Finally, Picasso Bot was featured as a "Best In Class Messenger" selection highlighted at Cannes.

Media

Video for Be Painted by a Genius: NatGeo's Picasso Bot

Produced by

ISL, Facebook Creative Shop, National Geographic

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, and the rest of the social web.

The 11th annual shorty awards will be held may 5, 2019 in nyc.