THE 14TH ANNUAL SHORTY AWARDS

The Shorty Awards honor the best of social media and digital. View this season's finalists!
From the 5th Annual Shorty Awards

Key & Peele: Obama's Anger Translator

Finalist in Best Use of Video

Objectives

President Obama, usually known for his cool-as-a-cucumber demeanor, lets his true feelings loose through his anger translator, Luther. In this web-exclusive, Luther says the things President Obama really has on his mind! Endorsed by the President himself, this web-series leveraged social media to become a true viral hit.To help promote the show Key & Peele as well as get the widest audience possible for the "Obama/Luther" videos, producers at Comedy Central used various forms of social media. The character of Luther has his own Twitter account (@ObamaTranslated) where he not only tweets out the latest “Obama/Luther" video, but where he also tweets about national events and engages fans. Each video has an embedded call to action encouraging fans to continue the conversation on Twitter. The subjects of the videos are pulled from the social sphere: producers of the series culled video topics from fan comments on Facebook, Twitter, and YouTube. It is a holistic approach to video: the character lives in video and uses his social persona to engage fans and find out what they would like to see.

Strategy and Execution

http://www.comedycentral.com/video-collections/mguivw/key-and-peele-key---peele--obama-loses-his-sh-t/qqkofj

Media

Entrant Company / Organization Name

Comedy Central

Link

Entry Credits