5th Annual Shorty Social Good Awards Categories


The regular deadline is on Wednesday, August 26th, 2020.

From the 12th 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.

Finalists

finalist
gold
Popeyes - Chicken Wars
The objective of this campaign was to increase the hype—and therefore sales—around Popeyes first Chicken Sandwich.  It wasn’t going to be easy. Popeyes was very late to the chicken sandwich game. And this highly competitive market had long been dominated by Chick-fil-A, who owned over 50% of the chicken sandwich market despite being closed on S…
finalist
silver
Arby's Sonic Movie
Over the last few years, Arby’s has developed a cult following on its social channels by creating highly relevant content for niche audiences, such as gaming and anime. We’ve identified these audiences as fervent fan bases that are hungry for more relevant social content. In order to stand out from other brands on social, we’ve created a unique ar…
finalist
bronze
"The Sopranos"
Never before have so many quality shows vied for our eyeballs. While the classic tagline “It’s not TV. It’s HBO” made perfect sense in 1999, the premium cable channel must compete with compelling offerings from the likes of Netflix, Amazon Prime, Hulu, FX, AMC, and many other TV channels today. HBO asked us to devise a program for the 20th anni…
finalist
bronze
audience
Southwest Airlines: Operation #RescueTheDress
Around 7 p.m. on a Thursday night, a tweet came through our mentions. The tone was urgent, and the message contained a very specific request: Would it be possible for us to fly a dress from Houston to Costa Rica? Now there’s an interesting proposition. Would it be possible? Perhaps that would be the first order of business. But our first rea…
finalist
Vita Coco’s Impossible to Hate Tweet
Vita Coco knew they had to be bold and disruptive to break through when launching their new Pressed flavor. Without massive media budgets, the creative idea needed to do the heavy lifting. So, they set out on a mission to show that Vita Coco Pressed was “Impossible to Hate.” The goal was simple: to show that even the most negative people on the…

Nominees

#RainforestFireChannel
The Amazon rainforest, one of the most ecologically significant environments on Earth is burning at an alarming rate. In 2019, over 47 million acres were destroyed – the highest rate of destruction of the Amazon rainforest in more than a decade. The impact has been devastating. As a result, over 50,000 plant, animal, and insect species are now extinct and o…
#TexansFriday
Football in Houston has a special place in our city’s heart. We live, eat, breathe football and our weeks are filled with conversations, debates and countdowns revolved around that Sunday afternoon kickoff. Since we knew our fans were already counting down, we wanted to join them and take it a step further. As an organization, we created a goal to bui…
'Nationals' Light Seltzer
After a surprise defeat over the Cardinals, the Washington Nationals entered the World Series for the first time in the history of the franchise. Just like Natural Light Seltzer crashed the seltzer party over the summer, the Nationals crashed the World Series...and both Natty and the Nats some of the most diehard fans around. Natural Light Seltzer wanted to…
AREA15 x Storm Area 51
On June 27, 2019, a Facebook event titled “Storm Area 51, They Can’t Stop All of Us,” was created calling on the public to gather and raid the mysterious government site in rural Nevada at a later date in September. By July 13, the Facebook post became a viral phenomenon, event RSVPs catapulted to more than 2 million people responding “Going” and another 1.…
Beauty Mark
Beauty standards are impossible. Women face tremendous pressure to keep up with ideal images, and it’s negatively impacting everyone’s mental health. In fact, the American Medical Association has declared images in the media as a health issue.* That’s why CVS, a purpose-driven retailer, introduced an initiative focused on creating a better, healthier beauty…
Betting on the U.S.
The U.S. Women’s National Soccer Team’s run through the 2019 Women’s World Cup electrified American sports fans like few events in memory.The team’s jaw-dropping skill and swagger captivated abroad audience, crushing viewership and jersey sale records, inspiring a generation of women athletes and dominating sports-media conversations across gender lines. …
Birdie Light
Natural Light’s biggest competitor is Miller Lite, and Natty aims to poke fun at them whenever possible. In April, at the peak of beer wars between Anheuser-Busch and MillerCoors, Miller Lite was boasting on social media about how they had less calories than Bud Light. However, Natural Light trumps them all with one fewer calorie than Miller Lite. With the …
Bring Back The Brick
Nearly every brand with a social media presence tries to one-up each other on April Fool’s Day. 5G Moto Mod – the first way to connect to 5G on Verizon became available for purchase on April 1st. Auspicious timing. Although Verizon doesn’t normally participate, we knew that we had to lean into the occasion if we wanted our device launch to get any tra…
Haunted - Sketchy as Hell
Real-life hauntings are what nightmares are made of. So to bring awareness to Haunted, Netflix’s new series about real people who have been possessed by demons, abducted by aliens, or terrorized by ghosts, we needed a scary good campaign that would instantly pique the interest of core horror fans.
Hertz Social Customer Care
In May 2019, Hertz brought back in house our Social Customer Care Team. This team was made up of seven social media specialists that worked the hours of 7AM-1AM, 365 days a year.  Our goal for the 2019 year, was to engage with our customers in a 15-minute response time. Our mission at Hertz is to be customer focused, cost efficient, and provide an unforgett…
Millennial Paint Scheme
Busch has played a role in sponsoring NASCAR for decades, both of the league and individual drivers. In recent years the brand has been the title sponsor of driver Kevin Harvick, one of the top drivers in the sport who is also emblematic of Busch brand values. Busch is constantly pushing the envelope with its sponsorship, leading the way in creative paint s…
Monday Night Football Cat
It’s not every day that a feline finds itself on the NFL gridiron. But that’s exactly what happened on November 4, 2019: a black cat scurried around the field, stopping play between the Giants and the Cowboys.  We knew we had to capitalize on the moment right away, and we wanted to do something different - something big.  So, we set out to create a fa…
NFL Draft
The NFL Draft is one of the most celebrated events within the sports world. It’s when young college stars finally take the massive step into the biggest stage in football: The NFL. Our collective goal was to give the fans exactly what they wanted: a sneak peak at what the new young stars will look like in their favorite team’s uniform.  And we wanted to …
Supporting Parents Through the MOMO Challenge Hoax
On any given day, Primrose Schools — one of the nation’s leaders in early childhood education — acts as a nurturer and information guide for an incredibly passionate online community of young parents. This community is endlessly devoted to the growth and development of their children, making them highly sensitive to the information they read online that may…
The Crash Sale
Originally an Amazon-only holiday, Prime Day has become one of the biggest shopping events of the year, driving millions in sales for Amazon with other retailers jumping into the fray. Knowing that competitors would also be capitalizing on this day, eBay challenged us to develop a plan for Prime Day – inclusive of video, PR, digital and social components – …
Uber: Retweeting FTW
Did your ride have a funny aroma that you hated? Tweet.  Did your driver sing a song that you loved? Tweet that too. Uber's Twitter is full of real-time complaints and compliments. The question is, which will the Twitter-verse be paying attention to? Our job was to make sure it was the compliments. So, we started a campaign to retweet the funniest, s…

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.

entries are open for the shorty social good awards. the early deadline is on june 24th!