The Shorty Awards, known for honoring the best content creators and producers on social media, announced winners for the Brand and Organization competition this week.
And while many categories were claimed by familiar big-name brands—AT&T, Ford Motor Company, Taco Bell—we were pleased to see a number of entertainment brands also being recognized.
Netflix and NBCUniversal each grabbed up a few wins, as did 20th Century Fox, A&E Networks and Hulu.
Here are a few of the campaigns we were most excited about and are happy to see topped the competition:
Category: Industry – Entertainment
By: Ludomade, 20th Century Fox
In anticipation for the Charles Schultz-inspired “The Peanuts Movie,” 20th Century Fox and Ludomade created “Peanutize Me!” a fun social media app that allowed fans to immerse themselves in the world of “Peanuts” and hang out with Charlie Brown, Snoopy, and the rest of the gang. Users were invited to create their own unique “Peanuts” avatar by customizing hair, clothing, and accessories. “Peanutize Me!” capitalized on the multi-generational love for these beloved characters, allowing anyone to weave their own personal mark and style into a “Peanuts” identity of their own.
Netflix Narcos Original Series Social Media Campaign
Category: Industry – Television
By: Mistress, Netflix
Netflix faced a unique challenge, which also happens to be one of its biggest strengths—it releases all episodes of its original series at once. At any given moment, Netflix has no idea who has seen the end of a show and who is just starting. So to promote The Netflix original “Narcos,” which tells the story of the Medellín drug cartel, the streaming service did something a little different.
Netflix selected themes from the show that were most relevant in culture: moral ambiguity, excessive wealth, and cocaine culture. This created a parallel narrative to the show that revealed and enticed viewers without spoiling the plot. #Cokenomics and #SmuggleandSeek made up an extensive breadth of content, allowing Netflix to touch on each aspect of the show in a variety of unique ways.
Hulu The Perfect GIF
Category: Content & Media – Animated GIFs
By: Good People, Hulu
Nothing makes a point quite like a great animated GIF, but while the Internet is chock full of various goofy moving images, the moment for deploying the perfect reaction GIF often passes while you’re actually searching for exactly the right one. Hulu decided to create a one-stop shop for TV fans to find high-quality, high-res GIFs, built for sharing: The Perfect GIF.
The Perfect GIF was custom-built on Tumblr, a prime destination for sharing GIFs, and was designed to be easily accessible, and searchable, on both mobile and desktop.
Mr. Robot – Debt Deletion
Category: Content & Media – Contest or Promotion
and Content & Media – Live Streaming Video
By: ISL, NBCUniversal
USA’s “Mr. Robot” is a psychological thriller that follows a young programmer who works as a cyber-security engineer by day and a vigilante hacker by night. To promote the new series, USA created an activation that served as a living manifestation of Mr. Robot and the society hackers by highlighting one of the show’s main themes—massive wealth redistribution. During E3, a group of “Hackers” gave away $100,000 over the video game streaming service Twitch.
Category: Strategy & Engagement-Gamification
By: 360i, HBO/Game of Thrones
After four seasons of record-breaking social media engagement, HBO’s “Game of Thrones” needed to generate unprecedented excitement once again for the Season 5 premiere.
With Daenerys Targaryen’s most fierce dragon—Drogon—having gone missing toward the end of Season 4, HBO and 360i galvanized the loyal “Game of Thrones” fan base of over 17 million strong with an interactive, cross-platform social game that would lead fans into the unknown and mythical world of dragons.
You can check out the full list of winners on the Shorty Awards website. Congrats to all the winners, and as always, keep being creative!