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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.

Tire Prose

Entered in Consumer Brand, Humor

Objective

Because of the widespread uncertainty at the start of the 2020 pandemic, brands were avoiding April Fools’ Day pranks altogether. Yet we believed people were still looking for a reason to smile. So we pulled a prank designed to fool no one.

Strategy

We let everyone in on the joke from the start with an April Fools’ Day idea that was so absurd, no one could possibly feel fooled. On social media, Tire Pros released a book of tire poems called Tire Prose, promoted by Brian Baumgartner of The Office fame. It was an idea that was so ridiculous, Tire Pros got credit for the humor, without offending anybody by making them feel foolish.

Results

Without any paid media behind the campaign, not only did it make national news, Tire Pros achieved engagement levels that broke records for the brand, including a 280% increase in Instagram followers, a 833% increase in Facebook post clicks and a 1,111% increase in tweet engagement.

Media

Video for Tire Prose

Produced by

Luquire George Andrews, Tire Pros

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!