Best Real Time Response in Social Media - Shorty Awards

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 10th Annual Shorty Awards Best Real Time Response

This category honors a brand, agency, news outlet or personality that orchestrated a relevant and impressive response to an event, cultural phenomenon, or other brand in real-time.

See previous winners and honorees here.

Winner

Real Time Response

Reebok: Nevertheless She Persisted

At Reebok, we see it as our purpose to inspire people to be their absolute best. As a women-first brand, we aim to foster connections with female consumers and authentically showcase Reebok through meaningful stories and experiences. Our fast-paced Newsroom is uniquely positioned to "hack the news" through timely, relevant activations. We're also …

Finalists

Real Time Response

Twitter Rap Battle

When twitter user, @FatLaz901 called out Wendy's to respond to one of Wingstop's rap-inspired tweets, the potential for an epic rap feud was born - the likes of which hadn't been seen since Biggie and Tupac.Wingstop wanted to turn this simple tweet into something much larger. It would take the willing participation of a major QSR brand, a cultural…

Real Time Response

Denny’s Pancake Tweet Offers Simple Distraction

Denny's is "America's Diner" and the brand is one that reflects the growing diversity of today's America, a place where people from all walks of life come together with family, friends and complete strangers. To be successful in connection with this diverse customer base, Denny's knows it has to communicate with customers on their terms, and in a …

Real Time Response

L.A. Welcomes Everyone In a Real-Time Activation

Shortly after President Trump proposed his immigration ban, America was beginning to seem like a most unwelcoming place. Discover Los Angeles wanted to tackle that misperception head-on during this culturally relevant moment in time with a powerful message of inclusion to assure the world that Los Angeles was the welcoming place it's always been.

Real Time Response

Despite PayPal's high awareness and 210 million active users, less than 10% actually choose PayPal at checkout. This staggering performance metric reflects the brand's increasing irrelevance to the modern day shopper.Additionally, PayPal's consumer base amongst millennials was decreasing steadily. Choosing PayPal in a world of Apple Pay and Master…

Real Time Response

Turning Their Tweets Against Them

The objective of this project was to shift the conversation from Wendy's no longer having spicy nuggets to Burger King now having spicy nuggets.

Nominees

Real Time Response

Consumer's Day Brazil Experience

Buscape is the largest website and app to compare prices of products and services in Latin America. The target audience was all consumers, all genders, ABC classes, 18+, connected to the internet. In Brazil, the second semester brings together the biggest promotional dates as Father's Day, Children's Day, Black Friday and Christmas. In the first semester, o…

Real Time Response

Define Your Beard

To drive awareness of the SheaMoisture Men's Beard Collection and promote a culture of brotherhood & self-care, we launched our "Movember" #DefineYourBeard campaign -- a visual campaign of male solidarity promoting the importance of men's health.

Real Time Response

Hurricane Irma: MIA Calm Throughout the Storm

In September 2017, as Hurricane Irma blasted toward Florida with winds of 185 MPH, Governor Rick Scott ordered 6.5 million residents to evacuate. Miami International Airport's (MIA) PR & Digital Marketing team charged with crisis communications, prepared for what would become a doubly-difficult challenge. During the hurricane, the team was responsible for i…

Real Time Response

M Live: The Great American Eclipse

On August 21, 2017, the Great American Eclipse presented a unique opportunity for Marriott hotels sitting along the path of totality, where day would nearly turn to night, to create a truly awe-inspiring guest experience. M Live, spotted the trending story early in 2017, identifying more than 160 hotels, as part of Marriott's portfolio of 30 Brands, sitting…

Real Time Response

Moe's Southwest Grill Calls Out Queso Imposters

Seize the opportunity to highjack the news about Chipotle testing queso and insert Moe's into the conversation, touting the famous, authentic queso we've been serving for 17 years.

Real Time Response

Muslim Ban: Our Voice

Because one voice shouldn't be the only one heard.The power of social media - and User Generated Content - means that in 2017, one man signing an Executive Order is not the only story that gets heard. Tools like Snapchat, when used well, are a megaphone for anyone to tell their own story, and influencer Anna Russett handed that megaphone to her audience bac…

Real Time Response

Operation Better

Leverage the Super Bowl to highlight Hyundai brand values and engage viewers in real time with positive social response, keeping our fans, viewers and social audience excited and talking about Hyundai.

Real Time Response

Outback Steakhouse Teaches Chrissy Teigen and John Legend How to Make a Bloomin’ Onion

Elevate the Outback Steakhouse brand by creating impactful, newsworthy moments in time to drive national, breakthrough coverage. Generate shareable online coverage of Outback Steakhouse and its offerings, increasing the likelihood that media and consumers alike will share the news with their peers. Spark positive, ownable and sharable social conversations …

Real Time Response

Samsung Puts Trolls Under the Microscope

What to do when your brand gets trolled during a product launch? Turn the conversation around with one viral tweet. Our community managers did just that with a one-character response.

Real Time Response

TUMS Chewy Bites Launch

While TUMS enjoys broad recognition as the immediate heartburn relief category leader, consumers don't always love the classic product's "chalky" taste. So, TUMS launched "Chewy Bites", an antacid that works just as fast as regular TUMS, but with a tasty outer shell and soft, chewy center.Despite its category leadership, TUMS shares were down, partly due to…

Real Time Response

Team USA's Night King Recruitment

Team USA's content strategy is to keep fans excited for the Olympic Games and our Team USA athletes. But to stay relevant between the Summer Olympics and Winter Olympics can be challenging and it takes more than athlete updates: we want to extend our conversations outside of the sports realm.

Real Time Response

delTHORtro, a 2017 US Open Viral Moment

delTHORtro, one tweet sparked a 7-day viral conversation during the 2017 US Open.How the idea originated: Juan Martin del Potro, 2009 US Open men's champion, faced the #6 seed Dominic Thiem in the 2017 US Open round of 16. The Argentine came back from two sets down to defeat the Austrian in a 5-set thriller. Del Potro's herculean effort was spurred by the r…

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!