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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.

MoonPie MoonMate

Finalist in Emerging Platform, Artificial Intelligence, Creative use of Technology

Objective

Social distancing is tough. Being lonely and isolated from friends and family — while important — just sucks. Even as stay-at-home orders are being lifted in parts of the country, it’s becoming harder and harder for people to stay safely inside. And seeing the same somber, black-and-white, light piano music ads that every brand was doing over and over doesn’t help. We wanted MoonPie to be an answer to both — to offer a fun way for consumers and its fans to fight boredom and stay inside.

Strategy

We brought MoonPie's legendary voice to life with an innovative use of technology. Enter MoonPie MoonMate: an Amazon Alexa skill, a hilarious “virtual roommate” that keeps you company, makes you laugh, and extends MoonPie’s iconic brand voice into real life via Alexa-enabled devices. And yes, while it's designed to keep you company with hilarious conversations and make it a little easier to pass the time at home, it can even pay your rent (just ask).

Results

MoonMate gave people a reason to smile. In just the first week, we saw more than 10,000 Alexa skill activations:

And it gave MoonPie a big boost:

And, finally — and perhpas most importantly — MoonPie saw a 21% surge in product sales in 2020.

Media

Video for MoonPie MoonMate

Produced by

Tombras, MoonPie

Links

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!