12th Annual Shorty Awards Categories


The final deadline to vote for your favorite nominee or to enter your brand or organization was on Thursday, February 20th, 2020.

Influencers

Honoring the most notable and viral influencers and creators from 2020. See below for official categories.

Brands & Organizations

The Shorty Awards honor the talented agencies, brands, and industry leaders behind the best and most innovative work on social media channels, campaigns, websites and applications.

From the 8th Annual Shorty Awards

Burger King Chicken Fries Emoji Campaign

Entered in Emojis

About this entry

In March of 2015, Burger King reintroduced Chicken Fries in response to outcry in social media about the product's removal from the menu. The objective was to drive awareness among Generation-Z and Millennial audiences about the return of the beloved Chicken Fries product.

Why does this entry deserve to win?

The strategy was simple – connect with the target audience in the most intimate of digital settings where they are sharing content with friends and family – mobile messaging. During the planning process it was was found that teens and young adults were very active across mobile messaging apps like iMessage, Facebook Messenger, Kik, Tango, WhatsApp, and more. It was clear that this was an untapped channel to communicate the return of Chicken Fries to Burger King.

To do so Burger King syndicated Chicken Fries content into the mobile messaging space in two different ways. The first way Burger King syndicated Chicken Fries content in mobile messaging was through a branded keyboard - which featured Chicken Fries as emojis, stickers and GIFs. Secondly, Burger King distributed its Chicken Fries content natively within messaging applications, including a branded artificial intelligence chat experience and syndication of its Chicken Fries emojis.

Results

The campaign lead to over 3.5 million branded conversations – including both peer-to-peer sharing and brand direct conversations. There were also 925 thousand shares of the brand content made specifically for mobile messaging.

After the campaign was completed there was a brand lift study conducted. After engaging with Chicken Fries content in mobile messaging Gen-Z and Millennials were:

-55% more favourable towards Chicken Fries

-39% more likely to purchase Chicken Fries

-36% more likely to recommend Chicken Fries to a friend

The campaign was also voted one of the best emoji campaigns of the year by AdAge.

Media

Produced by

Snaps, Burger King

Links

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, and the rest of the social web.

the 12th annual shorty awards will take place on may 3rd.