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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.

MTV's Jersey Shore Family Vacation - "Which Are You?" Lens

Entered in Filter/Lens

Objective

The “Which Are You?” Instagram lens was created to tap into the popular trend on the platform and increase social chatter about Jersey Shore Family Vacation prior to a new season premiere. It was also intended as a shareable experience between our brand, our cast, and our fans -- as everyone shared their results on social media.

 

 

Strategy

The Jersey Shore Family Vacation “Which Are You?” Instagram lens was designed to break through the noise of the popular “Which ___ Are You?” trend for filters and lenses on the platform using our beloved IP. Users were prompted to hold down the “record” button to rotate through a plethora of iconic quotes from the series. When the user landed on a quote, the goal was for them to say the quote aloud and share with their friends. We encouraged the cast of the series to use the lens and share it with their followers to maximize the lens’s ability to share and travel on the platform. We tapped into quotes from the entirety of Jersey Shore’s legacy--from “Cabs are here!” to “Where’s the beach?!” to “Sam the first night at Bed when you left...” to tap into our fans’ major nostalgia for the series.

Results

After the Jersey Shore Family Vacation cast and our dedicated fanbase latched onto our Instagram lens experience, we saw great success. The lens has over 5M views and over 1M story impressions, making it one of the most successful MTV-created lenses to date.

Media

Produced by

ViacomCBS

Links

Entry Credits

About the Shorty Awards

The Shorty Awards honor the best of social media.

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