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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.

Rockettes Instagram Live Dance Series

Finalist in Instagram Live

Objective

To help lift fans’ and dancers’ spirits around the world during the pandemic, the Rockettes offered free, live dance classes weekly on their Instagram page.

Strategy

The #RockettesLive classes launched in March 2020 at the beginning of quarantine as a way to keep fans engaged and active during stay-at-home measures. The classes resumed in November during the holiday season for Christmas-themed classes, teaching fans iconic choreography from the legendary Christmas Spectacular. This series marked the first time in the Rockettes’ 95+ year history that their precision choreography was taught free and virtually for dancers across the world. 

Results

The classes were an overwhelming success for the Rockettes brand, winning the Time Out NY Award for Best At-Home Wellness Series. They added over 30K new Instagram followers in 24 hours following the first class, a 5000% increase in follower growth YoY. The classes also received national coverage on the Today Show, People.com, Access Hollywood and more. The series also spawned special classes with notable dancers, including NYCB Principal Dancer Tiler Peck and Dance Moms’ Elliana Walmsley. In total, the classes earned 2.5MM views and 7MM impressions.

Media

Video for Rockettes Instagram Live Dance Series

Produced by

Madison Square Garden Entertainment Corp.

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.

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