CHECK OUT THE SHORTY SOCIAL GOOD FINALISTS SEE THE LIST

5th Annual Shorty Social Good Awards Categories

Entries are now closed. Finalists will be announced in mid-October!

Kitten Bowl VII

Finalist in Animal & Wildlife, Entertainment

Objective

Introduce W25-54 Kitten Bowl fans to the next installment of this special event and bring awareness to our corporate pet adoption initiative.

Attract new viewers & animal/cat enthusiasts with social tactics that feature our signature over-the-top “cat/kitten” cuteness.

Strategy

A comprehensive social media year campaign that covered the following:
Live-event support: Coverage of the live taping event on Facebook, via Facebook Live, Twitter, Instagram  Stories and Live and Snapchat. Custom Snapchat filter was created for this event. 
Kitten Emojis: Free Emojis, Stickers. Gifs and iMessages themed around Kitten Bowl was specifically created tied to the special -event.
Live Tweeting of the event- #KitenBowl Trended for over 6+ hours the day of the event.
Social Content: Capitalize on trending hashtags and content such as branded images, videos, gifs, memes, motion posters, countdown to Kitten Bowl posts to engage the audience.
Social Interactions:  Experiences such as 360 videos, cat center behind the scenes videos, thematic posts centered around pet adoption and cat care, a Digital Cat-lete Card Creator where fans can upload their own pet and share to friends, giveaways with Kitten Trading Cards and VR glasses and Kitten your Selfie digital application with a selfie filter with our cat-lete kittens resonated well with the audience. We also hosted RT to win branded cooler backpacks and koozies, by uploading pics of fans cats/pets watching the show, which went over well and got a lot of submissions!
Influencers:  Work with cat personalities such as Nala_Cat and other cat influencers. Also, partnered with lifestyle/women bloggers and influencers in our core audience who helped live tweet in addition to the blog coverage.
Talent Support: Facebook/Instagram Lives , Instagram Takeover with Beth Stern during her media tour to highlight the importance of adoption, Dedicated posts on talent’s social channels highlighting the cause of pet adoption and driving tune-in, Countdown shout-outs and videos and live-tweeting with talent/hosts

Results

HALL’s premiere of “Kitten Bowl VII” was Sunday’s #2 Most Social non-sports program Special airing a new episode across cable (New Docs & Special Interests and New Special Programs only), generating 29,950 Social Media Interactions combined across Facebook, Instagram, and Twitter, beating key competition.

Media

Video for Kitten Bowl VII

Produced by

Crown Media Family Networks

Link

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 and honorees will be announced at the shorty social good awards digital ceremony on november 19!