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.

From the 6th Annual Shorty Awards

Myspace Helps Bud Light Turn the Traditional Music Festival Model on its Head

Entered in Music

About this entry

Organizers of the Bud Light Music First Program, Myspace, and Live Nation joined forces to deliver a one-of-a-kind digital music experience around the 50/50/1 concert event. Leading up to music festival on August 1, 2013 which included 50 concerts in 50 states in one day, Myspace ignited anticipation among fans through a series of custom integrations using the Myspace platform as an ultimate destination for music fans seeking to connect with the artists they love. Elements included an interactive hub, exclusive artist interviews, music premieres, original mixes, a custom radio station, editorial features and on-air promotions. To further amplify the program. Myspace leveraged its relationship with “Jimmy Kimmel Live!" to broadcast select shows featuring participating Bud Light Music First artists during the Jimmy Kimmel Live Summer Concert Series. In this activation, Myspace helped Bud Light turn the traditional music festival model upside down, rolling out concurrent programs to engage and fuel anticipation. Myspace believes that the tightest social integration around entertainment exists when you create 360-degree experiences around music. This approach has been proven to resonate with the platform’s core community of music enthusiasts. Activities included: • Live streamed five concerts, including Empire of the Sun, Kendrick, Lamar, Metric, Miguel and Dierks Bentley to fans worldwide • Produced more than 80 pieces of exclusive editorial content to build excitement for 50/50/1 at the Bud Light Music First Myspace Hub • Hosted ticket giveaways to fans via the Bud Light app and in partnership with Live Nation, who curated the 50/50/1 lineup • Fueled conversation across Myspace’s social media channels, including Facebook, Instagram and Twitter in coordination with artists and artist fan sites • Deployed Myspace parent company, Specific Media, to support the program with promotions with its powerful ad network • Supplemented Bud Light Music First Program with three additional live streamed concerts featuring Empire of the Sun, Capital Cities and Pepper on “Jimmy Kimmel Live!" Myspace’s 50/50/1 promotion completely took over the site by leveraging every featured placement site-wide to ensure that 100% of site visitors would be intercepted by the live stream. Leveraging the power of Specific Media’s ad network, over 83 million media impressions were allocated towards the 50/50/1 live stream including targeted display ads, OPA pushdown units, and Myspace Connect Network videos with custom overlays. As a reminder to users, a custom save-the-date calendar tool was built keep Bud Light Music First front of mind. Myspace promoted heavily via social media promotions across Facebook, Instagram and Twitter in coordination with artists and artists fan sites, reaching over 10 million users on August 1, 2013. Exclusive interviews and photos, as well as video-on-demand content captured on August 1 provided a long-tail extension, allowing fans to relive the event. For the live streams associated with 50/50/1 concerts, a main live stream landing page (a central hub) was created that featured all five performers, host Naya Rivera and countdown clocks -- users could select, connect and share the concerts of their choice. Produced and hosted exclusively on Myspace, the live stream was interactive and fostered engagement between music fans nationwide. Individual concert live stream pages featured an expandable player and highlighted concurrent live streams, giving users the option to switch between performances. Multiple camera views gave users control by allowing them to select backstage, audience or stage views. Live chat facilitated fan conversations and integrated the Live Nation social aggregator featuring Twitter, Instagram and Vine posts. The program paid off: More than 52,000 people attended the 50/50/1 concerts, and Myspace’s work amplified the concerts’ reach -- over 2.5 million fans viewed select live streams on Myspace. More than 1.5 million viewers turned into Myspace to watch the three “Jimmy Kimmel Live!" concerts. Engagement was strong -- average viewership of each of the five 50/50/1 concerts was 13 minutes. Landing pages for the program Main Hub (age-gated): https://myspace.com/budlightmusicfirst/50-50-1 Editorial: https://myspace.com/budlightmusicfirst/connections/articles Mixes: https://myspace.com/budlightmusicfirst/mixes Videos: https://myspace.com/budlightmusicfirst/videos


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