CHECK OUT THE SHORTY SOCIAL GOOD FINALISTS SEE THE LIST

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 8th Annual Shorty Awards

Community for Yahoo

Finalist in Online Community

Entered in Hashtag

About this entry

The Assignment: Take a show that in spite of an enthusiastic fan base, has changed networks, platforms, air-time, and even characters, and deliver an audience that is engaged, invested, and tuned-in beyond the pre-roll to keep advertisers, Yahoo Screen, and Sony Pictures TV happy.

Why does this entry deserve to win?

Our Solution: Take Community's cultural relevance and amplify it across multiple social channels, while servicing the existing fan base, driving streams, and boosting engagement. We designed a campaign that took plotlines from the show and created a point of view for Community to share in the ongoing social conversation. We shaped the pre-premiere discussion on social with FOUR simultaneous trending hashtags (#SixSeasonsAndAMovie, #CommunityLivesOn, #OrderTheSpecial, #AndJesusWept). We also developed Community Movie Posters to highlight characters or plotlines from each episode. A Community Comic Series played out full episode scenes in a unique, visually intriguing way. Our Community Crossover Series pulled in elements from other popular shows (like Friends) to position Community as a sort of new-classic worth watching. Tie it all up with real-time content tackling some of the world's most important moments--like marriage equality, The Grammy's, and cheese pizza--and you've got a little of everything.

Results

* We had four simultaneous trending hashtags - #SixSeasonsAndAMovie #CommunityLivesOn #OrderTheSpecial #AndJesusWept - with over 88,000 organic uses.

* #LoveWins (Community features a character whose sexuality is routinely called into question. Upon ruling gay marriage legal, the character was featured with Facebook's rainbow filter. 762,950 organic reach w/ 37,400

* "My Lady, My Lord" (sentimental content including Jeff & Annie, the show's will-they-won't-they couple – 429,466 organic reach w/ 203,448 video

* #NationalCheesePizzaDay GIF / video (536,031 organic reach w/ 221,494 video views)

Media

Video for Community for Yahoo

Produced by

Ayzenberg Group, Yahoo Screen & Sony Pictures Television

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, 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.