THE 14TH ANNUAL SHORTY AWARDS

The Shorty Awards honor the best of social media and digital. View this season's finalists!

Special Project

Special Project NEW!
From the 12th Annual Shorty Awards

The Daily Show + Hotels.com: Love to #HateLike

Entered in Travel & Tourism

About this entry

The objective of this campaign was to further bring to life Hotel.com’s concept of #Hatelike. #Hatelike is the secret jealousy you feel when you see your friends ‘gramming their dope vacations. Or it’s that side-eye feeling you have when you know they’re just “doing it for the gram” …But you’re friends after all so you still double-tap and like these posts anyway.

Why does this entry deserve to win?

This campaign rolled out as a 2-part custom field segment. The first aired this spring, within the context of a Daily Show field piece in which correspondent Ronny Chieng attempted to reveal the truth behind the insta-famous phonies we love to hate, only to find that an influencers fabulouos hotel.com hotel was actually attainable. Fans rallied around the content sharing the piece around social media where #hateliking is sure to be found, so it made perfect sense to evolve the campaign. The second execution framed up the concept of #hatelike with Desi Lydic as our crusader for earning #hatelikes rather than giving them out. By tapping into Desi’s the trademark journalistic acumen, we put a silly spin on a real-life behavior we all regrettably engage in.

Results

These fast-paced :60 pieces debuted during the premiere and encore airings of The Daily Show with Trevor Noah to record audiences. They were also delivered straight to the source; distributed to highly engaged TDS fans across Comedy Central’s Facebook, YouTube, Instagram and Twitter as well as The Daily Show’s Facebook, where they went viral as fans shared them organically.

Media

Video for The Daily Show + Hotels.com: Love to #HateLike

Entrant Company / Organization Name

Viacom Velocity, Hotels.com

Entry Credits