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From the 8th Annual Shorty Awards

EMPIRE: 2015 Social Media Campaign

Silver Honor in Television


Empire is a drama about a family dynasty, set within the world of music, glamour, danger and power. Our objective when launching this show was to build awareness and anticipation for a larger-than-life television drama. After launching in January 2015, the show and the social media pages took off (even more than we could've imagined)! From there we worked to eventize each and every new episode by creating a community on social media that made fans want to watch live and not miss a moment of the conversation. To reward and engage our loyal fans we created tons of exclusive content and launched epic sweepstakes and contests all to reward them with everything they were asking for and more. Overall, by creating a rich social media landscape there was no stopping THE Empire!

Strategy and Execution

How did Fox launch and maintain one of the most social television shows in 2015? With creative messaging, activations and various methods of fan engagement. A few key tactics are below:

Welcome To The Lyons Den -

Live Tweeting

Cookie's Closet -

#BeOnEmpire Sweepstakes

FOX's Next Empire Artist Contest

Hashtag Emojis

We worked with Twitter to create custom hashtag emojis that attached to tweets from fans who used #Empire during select episodes of Season 2. The Emoji creative ranged from a chocolate chip cookie wearing a leopard fedora, to a lion, to cast members faces - we kept fans guessing and engaged on select Wednesdays throughout the season to drive Twitter conversations!


The results were GOLDEN! Empire garnered close to 2 TRILLION earned impressions on Twitter and Facebook alone in 2015!

The countless efforts made across Empire's social media platforms made it one of the most social television shows of 2015!


Entrant Company / Organization Name

FOX Broadcasting Company


Entry Credits