12th Annual Shorty Awards Categories

The final deadline to vote for your favorite nominee or to enter your brand or organization was on Thursday, February 20th, 2020.


Honoring the most notable and viral influencers and creators from 2020. See below for official categories.

Brands & Organizations

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 9th Annual Shorty Awards

Hairspray Live! Influencer Spectacle

Entered in Multi-Platform Campaign

About this entry

NBC Entertainment Marketing tasked Digital Media Management with creating a social influencer campaign that would generate awareness and drive tune-in for the Hairspray Live! broadcast and second screen Facebook Live experience. Influencers were invited to visit the set, meet with talent, and watch the live taping from a VIP viewing area – all while promoting with #HairsprayLive.

Why does this entry deserve to win?

Digital Media Management partnered with 20 all-star influencers, with backgrounds in music & entertainment to participate in this once-in-a-lifetime experience. The campaign would incorporate content tailored for multiple social platforms, including Facebook, Twitter, Instagram, Snapchat, YouTube, and Musical.ly.

Eight influencers were responsible for hosting the Hairspray Live! Facebook live. This social squad was granted exclusive access to the set & prop house where they were able to watch rehearsals, mingle with the cast in hair and make-up, and capture engaging social content with Facebook live host, Darren Criss.

12 additional influencers joined the social squad on show day to participate in the Facebook Live event, and enjoy all the perks of the VIP platform which included photo opportunities and access to the show's official VIP after-party - key opportunities for buzz worthy social content.

In addition to the onsite initiative, Digital Media Management + NBC Entertainment Marketing sent out over 100 Hairspray Live! viewing kits to targeted influencers around the country. The kits included wigs, hairspray, t-shirts, and other exciting surprises that encouraged influencers to promote the show while using #HairsprayLive.


Hairspray Live! was the No. 1 worldwide trend throughout the east and west coast broadcast. The digital influencers' 240+ cross-platform posts garnered more than 3.1 million interactions and reached over 49 million through Facebook, Twitter, Instagram, Snapchat, YouTube, Musical.ly. The Facebook Live video has been viewed over 3.9 million times. Media outlets including Mashable said, "the show ended up shining brightly on social media."


Video for Hairspray Live! Influencer Spectacle

Produced by

Digital Media Management , NBC Entertainment Marketing


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, and the rest of the social web.

the 12th annual shorty awards will take place on may 3rd.