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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
From the 13th Annual Shorty Awards

Shameless “10 Day Bender” Campaign

Winner in Television

About this entry

Just like the Gallaghers, the Shameless fandom is outrageous, unapologetic, and full of heart. In our 11th and final season, we needed to pull out all the stops to celebrate the Gallaghers’ symbolic last call with fans.

So, how do we give back to our loyal and passionate fandom while encouraging catch-up and re-watches before premiere?

We did what any Gallagher would do… we went on an EPIC bender to relive it all.

Why does this entry deserve to win?

LFG Gallaghers! 10 Seasons. 10 Days. Can you keep up?

Our hyper-engaged fanbase was (over) served with gamified content across Facebook, Instagram, and Twitter to play along with as they watched all 10 seasons on SHOWTIME in a 10 Day social and linear marathon rager. The Shameless fandom is extremely opinionated and they are always looking for an opportunity to show off their Shameless knowledge, so they were game for what we had in store. 

In our own bender bliss, we gave our super fans some extra love every day by sliding into their Twitter DMs to gift them with their very own South Side Bender Packs, a kit to enjoy throughout the final season, filled with signature Shameless goodies. 

Days into the bender, we got a little tipsy ourselves and revealed show secrets through an “accidental” script drop on Twitter and IG Close Friends Stories that had fans buzzing. 

On the 10th and final day of the bender (final season premiere!), we served our Twitter followers and the cast with the ultimate hangover treat, a pie from Patsy’s Pies. Fans were able to enjoy a slice during our Twitter Watch Party, a SHOWTIME first that involved a live simulcast of the premiere episode with some surprise Gallagher party crashers (our fan beloved talent) to provide outrageous and hilarious commentary.

Results

With over 7.5M engagements, 166K Twitter mentions and 2.6M Twitter Watch Party views, it’s safe to say our fans thought this bender was EPIC. Our engagements and mentions more than DOUBLED when compared to season 10’s pre-premiere and premiere campaign, signifying fans were playing and watching along to prepare for one final season-long party. As fans enjoyed looking back on past seasons and being tested on their knowledge, sentiment centered around ‘feeling hyped’ and needing more Gallagher in their life (via rewatching) to satisfy their anticipation. We raised hell together, setting the tone for our last call with the Gallaghers.

Media

Entrant Company / Organization Name

GLOW, INDUSTRIA CREATIVE, FOOJI, INC., Canary Marketing, SHOWTIME

Links

Entry Credits