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

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From the 8th Annual Shorty Awards

The Burger King Tweet Heard Round The Universe

Entered in Humor, Real Time Response

About this entry

On Twitter, Burger King makes clear that it has its finger on the pulse of pop culture. Whenever there is a noteworthy moment that resonates with the brand's Twitter audience, we must quickly decide whether Burger King can seamlessly and authentically enter the fray. The 2015 Miss Universe gaffe was one of those moments.

Why does this entry deserve to win?

The brand dove head first into the aftermath of the Miss Universe gaffe. As the arbiter of crowns, who better than the King to comment on the misplaced headpiece?


This post clearly resonated with the Twitter audience. This single adaptive post gained 6 million impressions and 876,000 engagements, organically. With this post, Burger King successfully used a real-time, humorous response to accomplish the continuous goal of engaging the audience and the brand's talkability on Twitter.


Entrant Company / Organization Name

Code and Theory, Burger King


Entry Credits