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11th Annual Shorty Awards Categories


See below for official categories. The regular entry deadline is February 7th, 2019.

The Shorty Awards honor the talented agencies, brands, and industry leaders behind the best and most innovative work on social media channels, campaigns, websites and applications.

From the 8th Annual Shorty Awards

WITS Academy SMS Campaign

Entered in Mobile Campaign

About this entry

Why does this entry deserve to win?

In launching new series and Every Witch Way-spinoff, WITS Academy, we wanted to get kids engaged with the series and interacting with characters before launch as well as throughout the run of the season. Speaking to Every Witch Way super fans, we messaged this as the "next magical chapter in the Every Witch Way story." We also wanted to convey the fact that with this series you are getting unprecedented access to the fabled world of the Magic Realm, and promote the series heroine, Andi.

Part of our launch approach was to expand the world of the Magic Realm (where the series takes place) and let kids interact with the characters and setting therein to make it more real to them. By creating an SMS "text your Guardian" campaign before the show launch, kids texted 91757 to be matched with one of the series prominent Guardians. We created a mini "quiz" where kids responded to questions to see what Guardian would be their best match. Guardians were generated at random.

Throughout the season we engaged kids weekly to remind them to tune in to the series, and also start their own conversations with their Guardian.

Results

The WITS Academy SMS activation grew the addressable WITS SMS base by 55%. Fans were so passionate about texting with their guardian that we saw a 70% average engagement rate per text! These high engagement rates outperformed all existing benchmarks.

Produced by

Nickelodeon

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, Snapchat, Instagram, Twitch, TikTok, and the rest of the social web.

The Regular Entry Deadline is February 7th, 2019