Enter the 14th Annual Shorty Awards

The Shorty Awards honor the best of social media and digital. See categories below. The early entry deadline is on December 9th, 2021.

From the 13th Annual Shorty Awards

Stockton

Entered in Multicultural Community Engagement

About this entry

Generate buzz, awareness and tune-in for the HBO Original documentary Stockton on My Mind through primarily digital activations. Campaign elements were meant to highlight and elevate Stockton mayor Michael Tubbs as a public figure while showcasing the impact he and his policies have had on his community and constituents.

Why does this entry deserve to win?

With our campaign goals in mind, we developed the Upset the Setup Action series which included 4 days of virtual programming centered on key themes from the film including the boomerang effect, voting, activism and the school to prison pipeline. Each day featured a conversation between influencers and experts surrounding their experiences and knowledge of the given subject matter. Content was hosted on the activated influencers’ channels as well as on HBO’s YouTube channel.

Participating influencers promoted the Action Series through feed posts and stories, promoting the activation and sharing their video conversations through Instagram, ultimately driving awareness for the campaign and the film. 

In addition to the action series, young Stockton native Rogelio “Junior” Vivero was engaged to take  photos to document a day in the life in his hometown and to show the city from a new perspective.

Results

The Stockton on My Mind Upset the Setup Action Series generated a total reach of 4,187,600 7,880 video views on Youtube and 6,817 social engagements.

Media

Video for Stockton

Entrant Company / Organization Name

HBO (brand), Allied Global Marketing (agency)

Links

Entry Credits