13th Annual Shorty Awards Categories

The Shorty Awards honor the talented agencies, brands, and industry leaders behind the best and most innovative work on social media and digital channels, campaigns, websites and applications. The early deadline is on December 3rd, 2020.

From the 6th Annual Shorty Awards


Finalist in Vine, Live Television

Entered in Food & Beverage

About this entry

Dunkin’ Donuts has been a long-standing sponsor of ESPN’s Monday Night Football program. Previously, the brand appeared only briefly during the very last moments of the pre-game show broadcast before the start of the NFL game. To extend Dunkin’s reach into the live event and make the brand feel as significant as major national sponsors but at a lesser cost, we created a buzzworthy second screen social TV experience. Introducing #DunkinReplay, a weekly Vine video that recreates a game changing play using Dunkin’ products, tweeted to the large social followings of ESPN and Dunkin’ Donuts in real time. Teaser vines, including the first ever vine-to-TV commercial, appeared during the brand’s pre-game show sponsorship and lured fans to engage with #DunkinReplay. It was a natural fit for the brand: Dunkin’ was an early adopter of Vine as a platform for the it’s quirky, lighthearted personality. Using both Vine and Twitter, the dominant social TV channel, to engage the enormous NFL fanbase and Dunkin’s own social following during Monday Night Football made perfect sense. To date, Dunkin’ has added 3,000 new followers and #DunkinReplay has garnered over 198,000 replies, retweets, and mentions. Each #DunkinReplay vine delivers as many impressions as a comparable TV spot, but at significantly less cost.


Produced by

Hill Holliday


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.

the 13th annual shorty awards for brands and organizations is open for entries! early deadline on dec 3rd, 2020.