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 NEW!
From the 14th Annual Shorty Awards

@TheDailyBugleOfficial TikTok

Winner in Entertainment

About this entry

The release of Spider-Man: No Way Home was a colossal cultural event that amazed audiences around the world. Working with our partners at Sony Pictures and TikTok, our goal was to drive excitement with a unique in-world activation that made fans around the world part of the Marvel Cinematic Universe.

Why does this entry deserve to win?

The Daily Bugle, the in-world news organization, is a long-standing staple of the Spider-Man franchise. For No Way Home, we made TikTok the digital home of The Daily Bugle with custom content that presented an entirely new narrative for Spider-Fans. Inspired by the events of the film, teenager Betty Brant from the Home series gets a job as the “intern” at the Daily Bugle and takes charge of the organization's TikTok account. While delivering up-to-the-minute headlines, Betty’s personal connection with Peter Parker often clashed with J. Jonah Jameson’s anti-Spider-Man propaganda.

To bring this new spin on The Daily Bugle to life, we worked with actress Angourie Rice to film a series of custom TikTok-optimized content. We then strategically combined footage of Betty with clips from No Way Home as well as never-before-seen deleted scenes featuring other cast members.

Results

The first in-world Spider-Man TikTok account, fans jumped at the chance to interact with The Daily Bugle and become “canon” in the Marvel Cinematic Universe. Generating a massive buzz across social, The Daily Bugle earned +40 million cumulative views, +6 million likes, countless duets, and widespread coverage across real-world entertainment news outlets.  

The Daily Bugle found its home on TikTok.

Media

Video for @TheDailyBugleOfficial TikTok

Entrant Company / Organization Name

Part 4, Sony Pictures

Link