Best Use of a Promoted Tweet, Promoted Trend, or Promoted Account

Archived from the 5th Annual Shorty Awards

Winners

Maker's Mark #CocktailParty2012

Produced by: Maker's Mark

It’s not about the Democratic Party or the Republican Party. It's about the Cocktail Party. And a promoted trend that we placed between the 2 national conventions. Taking over Twitter on August 31, 2012 with our #CocktailParty2012 promoted trend allowed us to naturally jump in on a national consumer passion, while uniting people in a divisive political environment. Maker's Mark proudly supports the #CocktailParty2012 – because a party should be fun! We turned Twitter into a cocktail party for 24 straight hours. We introduced our Cocktail Party Campaign videos starring James Carville and Mary Matalin that received hundreds of RTs and 1000s of views (with a 95% completion rate). We also shared tips on hosting your own Cocktail Party via our Pinterest board. We humbly ask for your vote. Elect the Maker's Mark Cocktail Party as your 2012 Shorty Industry Awards Winner!Strategy: Expand the industry-recognized Maker's Mark Cocktail Party 2012 integrated marketing campaign into social media through promoted trend placement on Twitter between the Republican and Democratic National Conventions. Executional details: On August 31, 2012 we took over Twitter with our #CocktailParty2012 promoted trend. After kicking off our campaign earlier in 2012, the promoted trend helped cement our place in the political sphere, and allowed us to seamlessly enter a nationwide conversation by uniting people over a divisive topic. Maker's Mark proudly supports the #CocktailParty2012 – because a party should be fun! Instead of the branded #MakersMark hashtag, we wanted to really reach those outside of our loyalist fan group by creating curiosity. We knew “Cocktail Party” would get their attention, and adding “2012” would peak interest while associating us with the heightening political scene. Even so, our name filled the twittersphere with 7x our average handle mentions and 40x the average mentions of #MakersMark. Engagement: Twitter users participated far beyond RTs. They requested a CP delegate at the debates, said they would write us in on the ballot, and helped write our platform: “Vote yes on proposition bourbon.” @CharlieACN and @WillMcAvoyACN from the hit HBO series #Newsroom even joined the fun: “I don’t often party, but when I do, I prefer a cocktail party. Now get me a @MakersMark neat.” “Fact: @CharlieACN is a founding member of the Cocktail Party @MakersMark” Longevity of the campaign showed when long after the Aug 31st promoted trend, the hashtag was used heavily throughout the elections, without losing steam all the way through January’s Inauguration. Allowed us to naturally enter the conversation of each #debate, while sharing speeches from our former #President by jumping on trending hashtags. Results: 1,987 RTs from a single tweet Over 2,800 RTs and 42 million trend impressions Over 60,000 tweet clicks and over 7% engagement/follow rate! 50% more trend impressions than the average for alcohol promoted trends at the time Over 3,500 net new followers I am Maker's Mark and I approve this message.

Finalists

#resolutionsGIRLSbreak

Given the premiere date of Season 2 on January 13, HBO harnessed the popularity of the New Year’s Eve holiday in the subversive tone of the series with “anti-resolutions,” designed to inspire engagement.#resolutionsGIRLSbreak marked the next evolution of Season 1’s #mistakesGIRLSmake. The #resolutionsGIRLSbreak campaign extended OOH, highlighting the characters’ own likely-to-be-broken resolutions, short promotional videos of the characters’ #resolutionsGIRLSbreak, and booths at city screening events where fans could capture their own #resolutionsGIRLSbreak in the spirit of the show. The hashtag inspired fans to share their New Year’s resolutions while staying authentic to the un-aspirational tone of the series. The integration across digital, social, and OOH platforms helped #resolutionsGIRLSbreak become a tentpole to the campaign, extending to the red carpet of the Season 2 premiere, where cast and crew shared their own on the fly.

Current Entries

DoubleTree by Hilton - #DoubleTreeTaxi Twitter Campaign

Produced by: DoubleTree by Hilton

To help grow engagement for DoubleTree by Hilton with their UK audience as well as encourage interaction with the newly branded DoubleTree by Hilton taxis in London, the brand ran a campaign with Twitter combining Promoted Trend and Promoted Tweets specifically targeted to the UK. The goals for this campaign were to increase the audience in the UK for the @DoubleTree account and promote the #DoubleTreeTaxi campaign asking consumers to snap a picture of a DoubleTree branded taxi when they see one, tag #DoubleTreeTaxi and fill out the contest entry form.This was a unique promotion that combined out-of-home media (taxi wraps) with social media in an engaging way. Took something iconic and memorable to the market, the London taxis, and integrated social interaction to create awareness for the DoubleTree by Hilton hotels in the UK market. By utilizing a combination of Promoted Trend and Promoted Tweet ad spend on Twitter, DoubleTree by Hilton achieved the following results: Promoted Trend: • Account Mentions – 2x the norm (84 vs. 39) • Account Follows – 3x the norm (129 new followers vs. avg of 50) • #DoubleTreeTaxi Tweets - 255 tweets used the hashtag the day of the trend • Engagement – 37.9% (UK avg 11.6%) Promoted Tweet: Compared performance to another DoubleTree by Hilton Twitter campaign that was in market during the same time frame. • Impressions - 605,191 (36% higher) • Clicks - 12,706 (72% higher) • Retweets - 68 (48% higher) • Replies - 22 (88% less) • Engagement - 2.11% (2x higher) • Mentions: over 350 mentions of #DoubleTreeTaxi The mentions of the #DoubleTreeTaxi promoted trend grew steadily from 6am, peaked at 4pm and dropped off after 10pm and mentions for @DoubleTree were strong during the day, peaking at 6pm.

Believe blog project for the latest in music, arts and various news

Thinking about an idea is simple. Spreading it is something else. Believe started in 2012 for you. To give you a voice or choice. Within weeks pur twitter @believeartmusic had. 450+ K followers. No need to look for talent. Talent came to us and Believe rewards that with blog entries by choice. We promote the most the Music ans Art Brand because thet entry has the most problems in getting their work promoted and pay for. An artist has difficulties in promoting themselves. We gave them a voice to make pr a lot easier in a environment of a "daring" blog.Believe is a blog that lifted blogging to another level it is a newssite today where artist have their own space, where people have their own voice, where campains start and where news is spread. A world in a small space. Today Believe is used for news by almost 2 dozen of websites growing by the day.

#resolutionsGIRLSbreak

Given the premiere date of Season 2 on January 13, HBO harnessed the popularity of the New Year’s Eve holiday in the subversive tone of the series with “anti-resolutions,” designed to inspire engagement.#resolutionsGIRLSbreak marked the next evolution of Season 1’s #mistakesGIRLSmake. The #resolutionsGIRLSbreak campaign extended OOH, highlighting the characters’ own likely-to-be-broken resolutions, short promotional videos of the characters’ #resolutionsGIRLSbreak, and booths at city screening events where fans could capture their own #resolutionsGIRLSbreak in the spirit of the show. The hashtag inspired fans to share their New Year’s resolutions while staying authentic to the un-aspirational tone of the series. The integration across digital, social, and OOH platforms helped #resolutionsGIRLSbreak become a tentpole to the campaign, extending to the red carpet of the Season 2 premiere, where cast and crew shared their own on the fly.

Maker's Mark #CocktailParty2012

Produced by: Maker's Mark

It’s not about the Democratic Party or the Republican Party. It's about the Cocktail Party. And a promoted trend that we placed between the 2 national conventions. Taking over Twitter on August 31, 2012 with our #CocktailParty2012 promoted trend allowed us to naturally jump in on a national consumer passion, while uniting people in a divisive political environment. Maker's Mark proudly supports the #CocktailParty2012 – because a party should be fun! We turned Twitter into a cocktail party for 24 straight hours. We introduced our Cocktail Party Campaign videos starring James Carville and Mary Matalin that received hundreds of RTs and 1000s of views (with a 95% completion rate). We also shared tips on hosting your own Cocktail Party via our Pinterest board. We humbly ask for your vote. Elect the Maker's Mark Cocktail Party as your 2012 Shorty Industry Awards Winner!Strategy: Expand the industry-recognized Maker's Mark Cocktail Party 2012 integrated marketing campaign into social media through promoted trend placement on Twitter between the Republican and Democratic National Conventions. Executional details: On August 31, 2012 we took over Twitter with our #CocktailParty2012 promoted trend. After kicking off our campaign earlier in 2012, the promoted trend helped cement our place in the political sphere, and allowed us to seamlessly enter a nationwide conversation by uniting people over a divisive topic. Maker's Mark proudly supports the #CocktailParty2012 – because a party should be fun! Instead of the branded #MakersMark hashtag, we wanted to really reach those outside of our loyalist fan group by creating curiosity. We knew “Cocktail Party” would get their attention, and adding “2012” would peak interest while associating us with the heightening political scene. Even so, our name filled the twittersphere with 7x our average handle mentions and 40x the average mentions of #MakersMark. Engagement: Twitter users participated far beyond RTs. They requested a CP delegate at the debates, said they would write us in on the ballot, and helped write our platform: “Vote yes on proposition bourbon.” @CharlieACN and @WillMcAvoyACN from the hit HBO series #Newsroom even joined the fun: “I don’t often party, but when I do, I prefer a cocktail party. Now get me a @MakersMark neat.” “Fact: @CharlieACN is a founding member of the Cocktail Party @MakersMark” Longevity of the campaign showed when long after the Aug 31st promoted trend, the hashtag was used heavily throughout the elections, without losing steam all the way through January’s Inauguration. Allowed us to naturally enter the conversation of each #debate, while sharing speeches from our former #President by jumping on trending hashtags. Results: 1,987 RTs from a single tweet Over 2,800 RTs and 42 million trend impressions Over 60,000 tweet clicks and over 7% engagement/follow rate! 50% more trend impressions than the average for alcohol promoted trends at the time Over 3,500 net new followers I am Maker's Mark and I approve this message.