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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

Impractical Jokers Live Punishment Special

Bronze Distinction in Media Buying Strategy

Entered in Integrated Campaign, Twitter

About this entry

Summary: A Social-led campaign that changed four seasons of viewer habits and made time-shifters watch it live.

Impractical Jokers is truTV's most-watched and most time-shifted series (+80%). truTV's flagship was celebrating its 100th episode with a stunt week culminating in their first-ever live "Punishment"! Entering Season 4, truTV sought both a Top-5 rating, and transformation of the stunt into larger promotional platform. However, to reach ambitious goals, truTV needed all their time-shifters to show up together and watch live. How? Engage fans, leveraging truTV's intensely social viewers.

Challenge: Change habits and achieve a huge live rating (1.0 in A18-49) with a limited budget. Our milestone had to feel like a multimillion dollar campaign without big budgets. The only alternative was to engage fans, amplify with partners, and push digital platforms to the edge of what was possible.

Idea: Get all fans talking: create two months of social engagement, amplifying with barter/partner promotions, all culminating in final paid Social blitz – to convince fans (current + lapsed viewers) they had to watch live.

Why does this entry deserve to win?

Impractical Jokers #LivePunishment Special

Campaign outline:

Phase One: On-air, Digital and Social countdown. For 9 weeks the FAN-Tastic Countdown on-air, digital, mobile and social campaign invited fans to share their favorite moments using the hashtag #JOKERS100, showcasing their picks online at www.trutv.com/jokers100 and on-air during Impractical Jokers. Fans could submit their picks as short videos, tweets, or posts, with 8 lucky fans featured On-Air in co-branded spots as the "Inside Joker" Fan of The Week. More than 30 video content pieces drove linear, digital, mobile and social engagement.

Phase Two - social content campaign building to the live event: After announcing the 100th ep, the # LivePunishment began to appear on media and social posts priming the conversation around the day of promoted trend with the same hashtag.

Facebook kickoff: By boosting this event with in-depth media targeting, we were able to lift registrations by 170%. This resulted in over 30K people receiving a FB push notification as the live special aired.

#LiveJoker: With a large cross-platform activation backed by paid media and super-fan seeding, voting soared above goals by 785%.

Live Countdown posts: The Live Countdown aimed to raise awareness in the days leading up to premiere and provide consistent messaging and an actionable CTA as the event drew closer.

Periscope Activation: Pre, during, and post premiere was hosted on Periscope to give audience members a behind the scenes experience for Jokers 100.

Exclusive Fan invites: We identified 100 super-fans on Twitter who received personalized invitations to watch the event live. These leveraged the promoted trend and the super-fan's social reach.

Meme the Mood: We used past moments from the show to create sentiment based GIF memes during the #LivePunishment special as events were unfolding.

#LivePunishment - real time social response: During the war room activation, the team made sure all lapsed and current fans were aware of the #LivePunishment while urging them to tune-in. This effort was responsible for driving social engagement to be 463% above goal.

Snappy TV: During our social media war room, we instantly transformed the most exciting and funniest moments of the the live televised show into GIFs and memes.

#LivePunishment - promoted trend: a provocative hashtag and a Promoted Trend (with description) , undoubtedly combined to generate more interest. Coupled with an engaging content strategy and a strong media plan, we were able to generate 76.2MM #LP Impressions.

Results

#LivePunishment as a whole performed well above historical comparisons, media predictions, and past earned expectations. Cumulatively, we gained +570% more engagement than goal, and 70% more impressions. The results highlighted the social effectiveness of the content to activate the audience. And the biggest win was changing TV viewing behavior - our timeshifters flocked to the live event.

Live TV Ratings:

3.7 MM Viewers L3- Highest-rated telecast in +19 months.

1.0 MM A18-49 live premiere.

#4 A18-49 and Total Viewers.

#2 timeslot W18-49.

Social Results:

+150 MM Impressions

#3 in Nielsen Twitter TV Ratings

76 MM impressions for #LivePunishment

Top 10 organic Twitter trend.

+100,000 live streams.

Press: Good Morning America, Today, EW, Yahoo News, NY Post, USA TODAY, Daily News, Hollywood Reporter, Variety, ABC News, Extra, E News, LA Times.

Media

Video for Impractical Jokers Live Punishment Special

Produced by

truTV

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.