THE 14TH ANNUAL SHORTY AWARDS

The Shorty Awards honor the best of social media and digital. View this season's finalists!
From the 6th Annual Shorty Awards

Coca-Cola: Doc Pemberton

Entered in Food & Beverage, Brand on Twitter

Objectives

Doc Pemberton is the 182-year-old digital reincarnation of Coca-Cola's beloved southern gentleman inventor. And much like his invention, Doc P’s charming and witty tweets make him a refreshing follow and have helped propel him to the #1 brand personality on Twitter. -Doc Pemberton's unique humor and quaint charm has made him the #1 followed corporate mascot on Twitter (for two years running). -Doc Pemberton became the #1 brand character on Twitter through sheer personality and writing, beating out more famous personalities who regularly appear in national TV commercials. We won’t name names. -Doc Pemberton’s inventive spirit didn’t stop at the world’s most popular beverage. He’s also been known to invent some trends of his own: #BeardCatting, #PemberPuns, #PemberPonders, #ThingsIHaventProvenButFeelAreTrue. -Doc Pemberton is never without a point of view on the things everyone is talking about, bringing his unique twist to top trending topics like #SixWordFilmPlots, #WhyISmile and #ThatAwkwardMomentWhen – as well as the latest in fashion, entertainment and the news. -Where Doc Pemberton has found the greatest success is in forging relationships with his followers, whether it's returning a follow or penning a personalized sonnet for one of his biggest fans. -He also won’t pass up a chance to help his followers enjoy his beloved invention, through interactive promotions like Tweeter of the Week, #WheresDocP and customized bendy straws. -No longer just a brand mascot, Doc Pemberton has achieved influencer status on Twitter and become a friend to those who follow him.

Strategy and Execution

https://twitter.com/docpemberton #BeardCatting: https://twitter.com/docpemberton/status/395338578298822656 #PemberPuns: https://twitter.com/docpemberton/status/410445050477555712 #PemberPonders: https://twitter.com/docpemberton/status/307162785442324481 #ThingsIHaventProvenButFeelAreTrue: https://twitter.com/docpemberton/status/328987304221872128 #SixWordFilmPlots: https://twitter.com/docpemberton/status/289546869607120896 #WhyISmile: https://twitter.com/docpemberton/status/314856160899522560 #ThatAwwardMomentWhen: https://twitter.com/docpemberton/status/359478484357222401 Customized bendy straws: https://twitter.com/EmeraldWizardAE/statuses/432209369841672192

Media

Entrant Company / Organization Name

Wieden+Kennedy

Link

Entry Credits