The Shorty Awards honor the best of social media and digital. View this season's finalists!
From the 8th Annual Shorty Awards

Community for Yahoo

Finalist in Online Community

Entered in Hashtag


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.

Strategy and Execution

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.


* 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)


Video for Community for Yahoo

Entrant Company / Organization Name

Ayzenberg Group, Yahoo Screen & Sony Pictures Television


Entry Credits