THE 14TH ANNUAL SHORTY AWARDS

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

Campaign

Brand Awareness Campaign Campaign by Diverse-Owned Businesses Global Campaign Integrated Campaign Launch Campaign Local Campaign Multi-Platform Campaign Rebrand Campaign Regional Campaign Social Good Campaign

Content and Media

Blog & Micro-blog Brand Voice Branded Content Branded Series Contest or Promotion Copywriting Email & Newsletter Filter/Lens Meme, GIF, & Emojis Micro-Site Single Post or Activation Use of Viral Content User-Generated Content

Design

Animation Art Direction Audio & Music Brand Identity Brand Redesign Generative AI Graphic Art Images Website/App

Industry

Auto Beauty Business to Business Consumer Brand Education Entertainment Financial Services Fitness, Health, & Wellness Food & Beverage Gaming Government & Politics Hospitality Insurance Live Events News & Media Non-Profit Pets & Animals Pharma & Healthcare Real Estate Restaurants Retail & E-Commerce Social Activism Sports Technology Television Travel & Tourism Wine, Beer & Spirits

Influencer & Celebrity Partnership

Instagram Partnership Multi-Platform Partnership Other Platform Partnership TikTok Partnership X Partnership YouTube Partnership

Overall Presence

Facebook Presence Instagram Presence LinkedIn Presence Multi-Platform Presence Other Platform Presence TikTok Presence X Presence YouTube Presence

Platforms & Technology

Artificial Intelligence Extended Reality Facebook Immersive Instagram Interactive Content LinkedIn Other Platform TikTok X (formerly Twitter) YouTube

Podcast

Art & Culture Podcast Branded Podcast Business Podcast NEW! Health & Wellness Podcast Lifestyle & Entertainment Podcast News & Politics Podcast Other Podcast Genres Podcast Mini Series Sports Podcast Technology and Education Podcast True Crime & Documentary Podcast

Strategy & Engagement

Brand Partnership Call to Action Community Management Creative Use of Technology CTV/OTT Data & Insights Earned Media Event & Experiential Gamification Humor Innovative Media Buying Strategy Integration with Traditional Media Internal Communications LGBTQ Community Engagement Micro-Influencer Strategy Multicultural Community Engagement Music & Dance On a Shoestring Organic Promotion Paid & Amplification Physical and Digital Convergence Public Service Announcement Real Time Response SEO & SEM Social Commerce Storytelling

Video

Comedy Video Documentary Feature Film NEW! Featurette or Behind The Scenes Video Instructional Video Live Video Long Form Video Medium-Length Video Music Video Product Feature Video Short Form Video Unboxing Video Vertical Video Video Ad Video Series
From the 7th Annual Shorty Awards

American Dad TBS Social Media

Entered in Multi-Platform Campaign, Humor

Objectives

Brands: American Dad, TBS, Fox

Agency: Relevant 24

GOALS:

• Re-engage & activate the large American Dad fan base (19M Facebook, 668k Twitter)

• Make noise with big fan & social-forward promotional stunts

• Speak the language of the fans and leverage Seth MacFarlane's strong social following

• Drive home the brand new season on TBS

OUTCOME:

Since transitioning the American Dad social pages from Fox to TBS in September 2014, American Dad's social engagement on Facebook and Twitter has grown exponentially with the help of paid media:

In addition, we launched Roger's Instagram account in October 2014, which has garnered a total of 214k followers and counting. As a breakout character, we wanted to give our fans a chance to see Roger "gone wild" in his many personas, and within 24 hours we reached 22k followers.

Strategy and Execution


Media

Video for American Dad TBS Social Media

Entrant Company / Organization Name

TBS Social Media and Marketing Teams, Relevant 24 Social Agency, Fox

Links

Entry Credits