12th Annual Shorty Awards Categories


The final deadline to vote for your favorite nominee or to enter your brand or organization was on Thursday, February 20th, 2020.

Influencers

Honoring the most notable and viral influencers and creators from 2020. See below for official categories.

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.

Busch Cooler Stocking

Entered in Instagram

Objective

Our objective was to make Busch Beer stand out during the holiday season, when most consumers’ attention is focused on wine and spirits.

Strategy

The strategy was simple: make something so fun and dumb for the holidays we can’t be ignored. Our idea: The Busch Cooler Stocking. A holiday stocking over five feet long, insulated to keep a 12 pack of Busch beer cans cold for up to four hours. After a couple rounds of R&D to make sure cans fit snuggly but not so snuggly they couldn’t be removed, we went into full production and created 1,000 stockings whose patterned mimicked our spokesperson, Busch Guy’s flannel shirt. We then created four short videos made specifically for Instagram extolling all the virtues and reasons to get one of our stockings – not that people needed convincing. Our videos positioned the Busch Cooler Stocking as the coolest stocking, the perfect holiday gift, the best white elephant gift, and the best thing to bring to a holiday party.

 

After the stockings sold out – in less than a week and before Thanksgiving – we ran a social contest allowing fans to win one last one. All fans had to do for a chance to win was retweet the post.

Results

With only a 20K media spend the stockings sold out in less than a week, we garnered 62M impressions and left people wanting more. Busch beer received so many calls from vendors and beer shop owners who wanted hundreds of their own for instore sale, it’s very likely Busch Cooler Stockings return for the 2020 holiday season.

Media

Video for Busch Cooler Stocking

Produced by

Deutsch NY, AB InBev

Link

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 12th annual shorty awards will take place on may 3rd.