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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.

Smaht Park Super Bowl Twitter Responses

Finalist in Integration with Live Television

Entered in Real Time Response

Objective

We launched the all-new 2020 Sonata during Super Bowl with an eye to its advanced style and technology, particularly the new Remote Smart Parking Assist feature. That feature, when shortened to the colloquial  “Smart Park,” and delivered in the uniquely “R-challenged” local accent of Boston, Massachusetts, became the instantly memorable “Smaht Pahk.”

Strategy

For the Super Bowl we wanted to extend the hilarity of our Smaht Pahk commercial into social. We launched a targeted social campaign in the city of Boston as well to pay our respects to the city of inspiration, and then proceeded to have a full Boston Takeover on Twitter, hiring two comedians—including one star from the ad—to tweet for us on gameday and film our real-time Quartertime Shows.

Results

The results were wicked awesome, garnering our team a Twitter Brand Bowl win for best real-time efforts, a boost in brand opinion, and 98% positive sentiment throughout the entire campaign.

Media

Produced by

INNOCEAN USA, Hyundai Motor America

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!