The Shorty Awards honor the best of social media and digital. View this season's finalists!

Special Project

Special Project
From the 4th Annual Shorty Awards

TODAY Tumblr

Finalist in Tumblr Brand Presence


The TODAY Tumblr, the first morning news program on the social platform, not only shares the highlights of American’s no. 1 morning show, but also mobilizes the online community to share feedback, interact with the staff and talent, and get involved with the show’s content. TODAY produced Tumblr-only content for significant series, including the royal wedding, ‘Where in the World is Matt Lauer?’ and ‘TODAY Throws a Wedding.’ The TODAY Tumblr, which currently boasts 30,000 followers, has been applauded by Mashable, Poynter, Mediaite, Lost Remote and more. Standout posts include one on a 9-year-old girl who saved her little sister, which garnered 22,000 notes and evolved into a bigger story with followers updating the community on the girl’s status. More light-hearted moments were also captured, including the Tumblr-only images of Hoda Kotb reacting to a surprise visit from Beyonce and Al Roker re-enacting “Dirty Dancing" with Ryan Gosling.

Strategy and Execution


Entrant Company / Organization Name, a production of


Entry Credits