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.

By Campaign
By Design
By Industry
By Overall Presence
Campaign by Platform
Content and Media
Influencer & Celebrity Brand Partnership
Strategy & Engagement
Video by Platform
Video Content
Virtual
Websites & Apps

From the 10th Annual Shorty Awards Best use of User-Generated Content

This category honors the most creative and effective incorporation of user-generated content in a social media marketing campaign.

See previous winners and honorees here.

Winner

User-Generated Content
winner
Family Guy Yourself
Family Guy is one of the most beloved animation series and the Griffins have brought many laughs to audiences around the globe. To celebrate the 300th episode, we wanted to give fans the chance to insert themselves into the series they love.

Finalists

User-Generated Content
finalist
gold
“You Will Be Found” Virtual Choir
DEAR EVAN HANSEN wanted to celebrate its first year on Broadway with its legion of fans. These fans, from the beginning, had a powerful, emotional bond with the show. The centerpiece of the first-year celebration was a "Fan Day"— a free performance for the show's community commemorating the show's anniversary on Broadway. But we needed a way for m…
User-Generated Content
finalist
Adobe & Imagine Dragons - Believer
We wanted to get the next generation of video creators and film editors to try out Adobe Premiere Pro, so they could experience first hand just how powerful it is. Especially compared to the growing number of inferior tools and free apps flooding the market. But in order to do this, we had to give these aspiring creatives an irresistible reason to…
User-Generated Content
finalist
Audible's 20th Anniversary Celebration Video
The Audible 20th Anniversary was a surround sound marketing campaign that focused on celebrating our listeners. It was a two-part initiative, starting with a member testimonial "20 Years of Listeners" car contest in September and closing with 20 days of celebration in November. We wanted to honor our listeners and showcase all the amazing user-ge…
User-Generated Content
finalist
Spider-Man: Hang Like Spidey
To create a unique experiential Social Shareable moment at New York Comic Con for fans, influencers and press in promotion of Spider-man: Homecoming on Blu-ray and Digital release.
User-Generated Content
finalist
audience
THE STANDING O
The 2016 Presidential election was an uncomfortable and divisive period in American politics. It distracted from the fact that something monumental was coming to an end: after eight years of change, decency, and hope, President Obama was about to leave office. And as the media covered more and more of the chaos surrounding the inauguration of Dona…

Nominees

User-Generated Content
#CODTopPlays
Following a lukewarm consumer response to the previous year's entry in the series, Activision needed to create a moment in time to rally and celebrate the Call of Duty community more than ever before. An innovative, social-first UGC platform was needed to generate unprecedented excitement and positivity around Call of Duty: WWII's core multiplayer offering,…
User-Generated Content
#CR7Challenge
For the launch of Cristiano Ronaldo's latest fragrance, CR7, we took on the challenge of raising awareness and generating sales via social channels for the new product.Following a brand video explaining the many facets of Ronaldo's personality, all represented in his new fragrance by exotic ingredients and a luxurious PR launch event in Madrid, it was our t…
User-Generated Content
#Seat14C
Our mission at XPRIZE is to solve humanity's grandest challenges through technological innovation. To do this, we set audacious goals that, in order to accomplish, will require unprecedented technological advancement. But how do we set these goals? We conceptualize humanity's ideal future state.Seat 14C is, at its core, an earnest exploration of our possib…
User-Generated Content
AR MTV Moon Person
Viacom Velocity and MTV teamed up with 8i to create a "never been done before", augmented reality dancing Moon Person using our biggest tent pole event, the VMAs, as our platform. Using 8i's augmented reality app, Holo, Velocity gave MTV fans a highly interactive tool, which allowed fans to add a photorealistic 3D hologram of the Moon Person to their real w…
User-Generated Content
Adventure is Unfiltered
Adventure travel is anything but perfect. At a time when images are often filtered online to present a particular image and social media delivers a glamourized version of real-life events, G Adventures wanted to share the reality of travelling. These are the messy and unpredictable situations that leave their mark on travellers, and are often the most memor…
User-Generated Content
Baywatch - #SlowMoChallenge
How sloooooow can you go? Paramount Pictures' Baywatch asked this question by kicking off the first ever #SlowMoChallenge! This UGC contest challenged fans to show off their best slow motion run on socials for a chance to win a trip to the film's premiere!
User-Generated Content
COSMEDIX CROWD
In the first integrated influencer marketing campaign of its kind, COSMEDIX decided to flip the traditional influencer model on its head. With zero spend on media or influencer activations, COSMEDIX used Mavrck's influencer marketing platform to implement an always-on strategy that identified and invited relevant micro-influencers, advocates, referrers, and…
User-Generated Content
Call of the Warrior Campaign
Dexcom is the pioneer and industry leader in continuous glucose monitoring (CGM) for people with diabetes. A CGM is an FDA-approved device that provides continuous insight into glucose levels throughout the day and night. The device displays details about glucose speed and direction, providing users additional information to help with their diabetes managem…
User-Generated Content
Celebrate the Moment: GoPro HERO6 Launch
At GoPro, our mission is to make products that free people to celebrate the moment, inspiring others to do the same. What once was a tiny action camera meant to help surfers capture that sick barrel shot, is now something much more - a tool allowing creatives, moms, dads, travers, athletes and conservationists to share their stories with the world.GoPro's d…
User-Generated Content
How QDOBA Trolled Chipotle and Won the Twitter Queso Wars
For more than a decade, QDOBA has owned the queso space and has never had any major challengers. Until Chipotle decided to throw its hat into the ring by launching a queso of its own. And the much-smaller QDOBA faced a new challenge: how was it supposed to compete against Chipotle's tortillian-dollar advertising budget? Surprisingly, the internet threw s…
User-Generated Content
How many female scientists can you name?
If you really think about it, how many female scientists can you name? To celebrate Ada Lovelace Day, BBC Future decided to launch a positive user-generated content campaign in response to a report that suggested most people can't name a single female scientist (those who can are normally only able to manage 'Marie Curie'). We put out a call on social medi…
User-Generated Content
IHG Rewards Club #TravelFirsts
#TravelFirsts was a "Thank you" to IHG Rewards Club members for helping us reach 100 million enrolled members—an industry first among hotel loyalty programs. The campaign celebrated first-time travel experiences and adventurous moments, while highlighting the benefits of the club and inspiring guests to explore. #TravelFirsts had no monetary goals. It was d…
User-Generated Content
MiGente.World
"'Mi Gente' is a song that embodies a special moment in music – a new sound of a Latino culture on the rise and being embraced globally. By erasing barriers of races, colors, continents, genres or languages, we can achieve the whole world moving their head to the same beat. We hope 'Mi Gente' can provide that beat." -- J BalvinRising to the top on the Globa…
User-Generated Content
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…
User-Generated Content
Netflix Sandy Wexler UGC Global Audition Contest
To drive awareness amongst Millennials, a generation that didn’t grow up watching Adam Sandler movies and with no direct exposure to ‘90s references, we created buzzworthy and socially shareable beats throughout the campaign to drive anticipation and interest amongst this audience. By effectively utilizing video, social media, talent and influencers, the Sa…
User-Generated Content
Norwegian Cruise Line – #ForTheLoveOfTheCaribbean Campaign
Three Category 4 hurricanes battered The Caribbean and Gulf regions in the second half of 2017. Hurricanes Irma and Maria greatly affected the Eastern Caribbean; including the ports our guests have enjoyed visiting for more than half a century. Norwegian came to the aid of these communities in The Caribbean via fundraising and other relief efforts. Many of …
User-Generated Content
Philadelphia Eagles
To inspire and serve the greatest football city in America.
User-Generated Content
Red Bull Paper Toss
Red Bull strives to put our fans in the spotlight and make them the heroes of our story by enabling opportunities for creative participation. No story exemplifies this better than Red Bull Paper Toss: a curated UGC Instagram story showcasing the best paper toss trick shots from fans all over the world.
User-Generated Content
Sky Zone - Holiday Gift Card Campaign
The holiday season presented a timely opportunity for Sky Zone to engage with parents and teenagers through content promoting their annual gift package — a Sky Zone Holiday Gift Card, with an added incentive to bundle with a pair of limited edition holiday socks and free jump time with every card purchase.Despite a highly competitive time of year to target …
User-Generated Content
The Mindy Project - #LaterBaby Fan Hub
The Mindy Project Final Season -- Celebrating the Life of Lahiri.The time has finally come for our favorite zeitgeist-obsessed doctor to hang up her scrubs. With the 6th and Final Season of the Mindy Project, we said farewell (or, as Mindy would say, "Later, Baby!") to our beloved Hulu fan base. For the farewell season, we wanted to celebrate all the uniqu…
User-Generated Content
USAA Memorial Day
To engage the military community and the general public for its Memorial Day campaign, USAA centered its campaign on honoring the fallen by wearing a poppy flower. The flower is used to symbolize the sacrifice of fallen soldiers in the U.S. and was inspired by the World War I poem, "In Flanders Fields." Through this insight, USAA and Publicis created a virt…
User-Generated Content
Where are you from? No, where are you REALLY from?
"Where are you from? No, where are you really from?" It's a small question that gets asked every day. This project was created for all the people who feel like they don't really belong. It's for the woman walking down a street who is asked repeatedly "Where are you REALLY from?" because she doesn't fit the archetype of what an American looks like. It's for …

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!