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THE 14TH ANNUAL SHORTY AWARDS

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A Tiny Audience S2

Entered in Integrated Campaign

Objective

Generated newsworthy excitement for Season 2 of HBO Max: A Tiny Audience by empowering and celebrating LatinX culture through stunt-styled marketing tactics that cultivated the happiness and live music feeling consumers wanted and needed during the peak time of the pandemic.

Strategy

Our aim was to elevate and celebrate the beauty and joy of LatinX music culture in all its forms with the goals of receiving press and earned media by distilling truths from our brand, audience, and culture. At the time when the world was shut down during the peak of the pandemic, we brought that live music feeling to everyone at home in an effort to promote season 2 of A Tiny Audience. Tapping into concert nostalgia, we created a 360° campaign that brought entertainment to key markets with guerilla marketing tech ad projections on independent and live nation music venues, social augmented reality concert posters designed by portrait artist Devon Rodriguez, and an exclusive concert merch inspired collab included in seeding kits shared with influencers.

Results

The S2 campaign drove a significant amount of impressions across social and news publications - posts came from 50+ unique accounts and sources. Overall the campaign drove a total of 81.2M impressions.

Media

Video for A Tiny Audience S2

Entrant Company / Organization Name

HBO Max

Entry Credits