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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.

Legally Blonde Facebook Live Watch Party

Entered in Facebook Live, Live Streaming Video

Objective

Back at the beginning of quarantine, the MGM team set out to create an event on social media that would not only bring people together during a time of solitude, but also bring happiness to their homes during a dismal time. In a unanimous decision - who better than Elle Woods to spread some positivity? Answer, no one.

Strategy

In order to get the word out about our free watch party, our team developed a social campaign to begin rolling out a few days before the event. We created a handful of social graphics for the event with all the information needed to join in on the fun, shared those with partners and talent, including Elle Woods herself, and watched how our audience reacted.

To our hope, the announcement response was overwhelmingly positive! With everyone stuck at home, the opportunity to come together with an online community and watch a beloved film was just what the world needed. 

Results

In addition to our social campaign, we garnered immense partner support from Facebook App, IMDB, and Yahoo Entertainment who all shared our live event on Facebook. We also received massive talent support from the original Legally Blonde cast, Jennifer Coolidge, Victor Garber, Greg Serano, Meredith Scott Lynn, Alanna Ubach, Roma Downey, and Elle Woods herself Reese Witherspoon, who all posted the event details across their social channels.

Through our social campaign and partner and talent support, we succeeded in bringing in 1.1M views with a peak of 22.3K simultaneous viewers, 46.1K engagements and 100% positive sentiment in the comments section! Our free watch party had created the happiness and community we set out to achieve.

 

Media

Produced by

MGM Studios

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, Snapchat, and the rest of the social web.

winners will be announced in may. follow us to be notified!