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.

From the 9th Annual Shorty Awards

Wake The Mick Up Using The Facebook Canvas

Bronze Distinction in Facebook

About this entry

In 2016, Fox launched The Mick, a new comedy that starred a crass anti-hero named Mickey, played by the hilarious Kaitlin Olson.

To reach fans across social media, we didn't just want to deliver yet another piece of key art or yet another TV spot.

Instead, we wanted to give users an interactive, memorable, 1-on-1, up-close-and-personal encounter with Mickey herself.

Why does this entry deserve to win?

So…we took the Mick out drinking. And filmed the aftermath.

The morning after, users woke to see Mickey passed out directly in their Facebook feeds.

Using Facebook's Canvas product, we let users tap to wake her up. After being startled awake, Mickey checked her BO, drank some beer, and ate cheese from a can.

Users could also scroll to spend a day in the life of the Mick, following along as Mickey ran from police, insulted neighbors, drugged her niece, and had a great time.


The results were so astounding that Facebook had to triple check the data to make sure they were accurate.

More than 4 million people saw the Mick passed out in their feeds. And where industry benchmarks typically see Click Through Rates at 1-2%, our creative saw almost 22% of people click through to wake her up.

The Mick premiered to monster numbers, debuting as the #1 new comedy in 2017.

Now, excuse us as we go celebrate. Please wake us up if we win something.


Video for Wake The Mick Up Using The Facebook Canvas

Produced by

Fox Broadcasting Company


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.

winners will be announced in may. follow us to be notified!