Best Overall Brand Presence on Tumblr

Archived from the 5th Annual Shorty Industry Awards

Winners

The Daily Show Election Center on Tumblr

Produced by: Comedy Central

Launched in 2012, The Daily Show Election Center on Tumblr became the show’s first permanent, regularly updated source for web-based comedy. It’s not a TV show trying to be a Tumblr, or vice versa. It’s a mutant. And like all mutants it possesses superhuman strength.With its bottomless archive of absurd GIFs, fetish pornography and Tom Selleck+waterfalls+sandwiches, Tumblr is the weirdest place on the web. We knew The Daily Show with Jon Stewart would fit right in. So while the show’s coverage of Democalypse 2012 remained essential viewing each night, <a href="http://thedailyshow.tumblr.com/" target="_blank">thedailyshow.tumblr.com</a> complemented our programming with original comedy content as well as on-air tie-ins to create an unprecedented humor Leviathan. Tumblr allowed us to reach new fans on emerging platforms quickly and with stunning visual effect. Through a partnership between Comedy Central and The Daily Show, thedailyshow.tumblr.com: • Expanded the reach of an established television brand by creating content that matches The Daily Show’s tone and take on the day’s campaign news. The Daily Show is not on every social platform, but it is all-in for fans on the platforms it serves. • Quickly provided exclusive content to a fast-growing platform. • Partnered directly with Tumblr integrate its publishing platform <a href="http://www.thedailyshow.com/exclusives" target="_blank">on The Daily Show’s website</a> to better serve fans who may not visit Tumblr. <strong>Serious Election Coverage Voters Couldn't Do Without</strong> • <a href="http://thedailyshow.tumblr.com/post/22335934825/romney140-i-commend-those-who-planned-and" target="_blank">R.O.M.N.E.Y. 140</a> combined Twitter and SoundCloud with Tumblr to invent a translation machine for Mitt Romney’s campaign tweets • <a href="http://thedailyshow.tumblr.com/post/17960285209/lick-santorum-pdf" target="_blank">Don’t Bring This Sign</a> • <a href="http://thedailyshow.tumblr.com/post/16139848765/the-moment-they-realized-they-would-lose" target="_blank">The Moment They Realized They Would Lose</a> • <a href="http://thedailyshow.tumblr.com/post/21030100542/modern-politics-is-a-science-we-break-it-down-for" target="_blank">Demographic: Targeted</a> <strong>Additional Very Important Journalism-related Election Coverage</strong> • <a href="http://thedailyshow.tumblr.com/post/35180127010/dailyshowlive" target="_blank">Second-screen joke</a> featuring John Oliver • Exclusive previews and promos for live stream of Election Night show • <a href="http://on.cc.com/ZH3x96" target="_blank">Kickstarter parody</a> to help Newt Gingrich pay back his debt • Promos for show content, full episodes • Instantaneous rebranding for Democalypse 2016 at 11:31 p.m on Election Night

Finalists

Newsweek & The Daily Beast on Tumblr

Produced by: Newsweek & The Daily Beast

Newsweek & The Daily Beast maintain a growing network of Tumblr blogs run by key staffers throughout the organization. Altogether, our followers number nearly 250,000. Our "tentpole" would be the Newsweek Tumblr, which has been consistently named as one of the best. Cheat Sheet, our Tumblr companion to The Daily Beast, mirrors one of the site’s signature features by “cheating” the news. On the Archivist: historian Sam Register looks at current events through the lens of the magazine’s 80-year archives, featuring retro covers, ads, and newly relevant articles. Picture Dept, a blog run by Newsweek and The Daily Beast's talented photo editors, makes use of a custom template to display gorgeous, high-quality photographs commission by our team or assembled from the Web. Daily Beast West focuses on entertainment, curated by editors at our L.A. office. Finally, NewsBeast Labs offers a behind-the-scenes look at the data team and its methods in producing interactives and infographics.Newsweek, an 80-year-old publication that in late 2012 announced it was going "all-digital," and The Daily Beast, a rapidly-growing news website founded in 2008, see Tumblr as a vital community of news enthusiasts that represents the future of our brands. Just like our readers, Tumblr users are inquisitive, intelligent, and passionate. They embrace the high /low mix of breaking news and opinion on The Daily Beast, yet also value the longer-form political and cultural analysis that make up the bulk of Newsweek's coverage. Charts and graphs are always well-received—as are animated gifs of cats. Unlike some publications, which tend to pass Tumblr duties to an ever-rotating crop of interns, our most senior editors are dedicated to growing the organization’s presence on Tumblr. It’s a crucial part of how we go about gathering and sharing the news. The way we see it, we're always in beta. Each new Tumblr we launch is a chance at trying something new, a chance to see what sticks. Staffers who are involved with the organization's Tumblrs include a senior editor, a social media editor, three photo editors, a historian, a team of entertainment writers, an art critic, a data journalist, and many more. We’re always brainstorming new angles or coverage areas that may constitute their own communities With so many staffers involved in our Tumblr presence, we're constantly learning what works, what doesn't, and hearing feedback from readers about what they want on their dashboards. A Shorty Award for Newsweek and The Daily Beast's network on Tumblr will not simply be a recognition of our efforts, but confirmation that an-all digital media organization can be one driven by openness, community, and authenticity; one that constantly explores and invests in new audiences; one that encourages talent, embraces risk, and is driven by a beta mentality where one's work is never fully complete.

Comedy Central Tumblr

Produced by: Comedy Central

The official Tumblr blog of Comedy Central, home of South Park, The Daily Show, The Colbert Report, Tosh.0, Key & Peele, incredible stand-up specials and more.One of the first entertainment brands to enter the Tumblr arena, we approach our blog from the point-of-view of a comedy fan and with an enthusiastic appreciation of the Tumblr platform and community. Through animated gifs and photoshops - http://comedycentral.tumblr.com/post/36834758553/this-might-be-the-most-gifable-20-seconds-in, exclusive Q&As with talent - http://comedycentral.tumblr.com/tagged/ask-a-professional-comedian, fan art - http://comedycentral.tumblr.com/post/39047527025/2012s-most-dedicated-futurama-fan-has-us-hoping, and breaking brand news, we offer fans a number of innovative opportunities to interact and connect with their favorite shows and comedians.

Now You're Cooking

To help ambitious home cooks get more creative and inspired, appliance manufacture Electrolux and creative agency House of Radon created the online food-destination <a href="http://nowyourecooking.tumblr.com">Now You’re Cooking</a> – hosted on Tumblr. The campaign revolves around the insight that people don’t use recipe books anymore, and instead cook off online recipes, blogs, etc. So the idea was to create a custom-made Tumblr that lets food lovers cook-along with, or simply watch and enjoy a series of stunning recipe films. Each film can be set to cooking-mode to cook-along with the chef and learn new skills/methods. The main film feature is set alongside inspirational imagery and Tumblr-native activity such as reblogs, likes and PR mentions. The blog has more than +330,000 followers, highlighting the power of Tumblr as a platform that can connect global foodies on a level that is otherwise difficult through traditional advertising. With over +330,000 followers in just 6 months, <a href="http://nowyourecooking.tumblr.com">Now You’re Cooking</a> is one of the fastest growing blogs on Tumblr. The blog has followers from all over the globe, including countries such as Colombia, Iceland, Kenya, Japan and Poland. Our vision was to create consumer engagement for <a href="http://nowyourecooking.tumblr.com">Electrolux</a> by inspiring home chefs through inspirational recipes presented in a modern style and with emphasis on design. The blog had more than 12 000 notes at the early phase of the launch, and was featured on top tier sites, such as <a href="http://www.fastcocreate.com/1681857/practical-cooking-in-the-modern-age-recipe-videos-on-tumblr">Fast Company</a>, <a href="http://www.creativereview.co.uk/cr-blog/2012/october/now-youre-cooking">Creative Review</a>, <a href="http://www.creativebloq.com/design/food-lovers-912856">Creative Bloq</a> and <a href="http://fivecoolthings.blogspot.se/2012/10/electrolux-now-youre-cooking.html">Five Cool Things</a>. This gave the blog coverage not only within the cooking-sphere, but also within innovation, design and creativity. (Click on the links to read the whole article.) We wanted to not only show products, but also behind-the-scenes and share-friendly imagery and videos. The authentic aesthetic and feel was something that inspired us, and we wanted it to look handcrafted in every small detail to portray how people cook at home. For this we also created a hand-rendered version of House Industries typeface Neutra to reinforce this concept. Now You're Cooking is all about creativity and inspiration. Adding Tumblr makes it a hub for social.

WHAT SHOULD WE CALL GIRLS

In response to the popularity of sharing animated GIFs on Tumblr, HBO GIRLS launched a focused Tumblr presence that shares fan-created GIFs from the series in the style of the “What Should We Call Me” Tumblr meme. WSWCG uses the What Should We Call ____ format to include “GIRLS” in each GIF caption, highlighting the relatability of the series GIRLS and the generational tribulations of Tumblr users and the series’ fan base. HBO captions and curates GIRLS GIFs to relate to episodic moments, crediting the original GIF creator. With the launch of the second season of GIRLS, the HBO Social team sought to expand the social presence of the series to emerging platforms. GIFS of GIRLS episodes are uploaded daily to the Tumblr, punctuating situations that are common to the core GIRLS audience, making the series relatable to potential audiences and also highlighting devoted fans’ favorite moments. In curating fan GIFs, the Tumblr is able to decontextualize fans’ favorite moments from the series, and pair bits of the show with relatable, common, real-world conundrums. Tumblr posts vary between generic situations (GIRLS on Valentine’s Day, When GIRLS Have To Write A Thesis, GIRLS Validating Holiday Binge Eating, When GIRLS Prepare For An Interview), viewer reflections (When GIRLS Don’t Get An Episode of GIRLS), pop culture references (When GIRLS Try To Do The Harlem Shake), or show-specific updates (When GIRLS Is Renewed For A Third Season). The WSWCG Tumblr is a brand presence for the series that feels germane to the platform—it is not overtly branded and feels stripped down, organic, and reflects what exists, from a user perspective, on Tumblr already. Where brand presences often obstruct the user’s experience on a platform, the simplicity of the WSWCG Tumblr attracts fans in a way that does not intrude on audiences’ existing social experience. Creating a branded presence that reflects the actual user experience and behavior on a platform is paramount for strategic social marketing. While “real-time marketing” takes over feeds, the WSWCG Tumblr can market in real time and reflect the zeitgeist in a comical and relatable way for fans. Tumblr bloggers who are unfamiliar with the series are still able to relate to the universality of the show’s moments and quotes that the WSWCG Tumblr highlights. After 2 months, the Tumblr has almost 15K followers and has been recognized by industry press outlets such as Mashable and The Huffington Post Comedy and Women verticals.

VH1 on Tumblr

VH1 is more than a TV network. The brand itself is a bold and successful mash-up of music,pop-culture and nostalgia, a high-energy hub where everything is “more” – more fun, more bold, and more exciting. VH1.Tumblr.com brings all of the individually celebrated VH1 properties and ideas together for consumers to indulge in and claim ownership over—it’s Best Week Ever, Celebrity Gossip, VH1 programming, music, fashion or animated gifs all in one place. <iframe src="http://www.slideshare.net/slideshow/embed_code/16960833" width="476" height="400" frameborder="0" marginwidth="0" marginheight="0" scrolling="no"></iframe>VH1’s Pass the Bowl became a very popular, ongoing interview series. The way it worked, celebrities pulled questions out of the VH1 bowl, which had been left by other celebs. The answer was illustrated with a gif instead of a video. During the election, the Obama campaign started including animated Gifs in its email outreach to younger voters. But, Obama for America was no stranger to the animated medium. The campaign has been using GIFs on its tumblr for at least seven months, reblogging some and creating others on its own — and engaging with Tumblr users along the way. Most notable of these interactions was with VH1, who ended up in a full on gif war with the commander in chief’s account. Last year, the brand’s Tumblr account inspired a lot of inter-tumblr shipping. For the uninitiated, shipping is wishing for romantic relationships between two characters (or entities.) For example: Harry Potter and Hermione Granger, Suckie and Andie (“Pretty in Pink”), Joey and Phoebe (“Friends.”) VH1 inspired the “Vhobama” ship (VH1 + Obama) and then Vhelton (VH1 + AfterElton) which started when VH1 were stirring up support for a contest hosted by AfterElton.com. The fictional relationship stirred up a lot of buzz and was promoted on the Daily Dot. Tumblr has been credited for single-handedly rekindling the art of the animated gif. Animated GIFs have been circling the web since 1987, yet in the past few years, they seem to have increased in popularity via Tumblr. Making their own distinct mark on the Tumblr community, VH1 set up their own gif booths at televised events, namely the network’s own pro-social Do Something Awards and Divas concert. The best gifs of popular celebrities made during the red carpet events were later posted to the VH1 Tumblr. Unlike more traditional blogging platforms, Tumblr’s social focus means that short form content tends to pick up the greatest numbers of interaction. VH1 has mastered this method. The network creates a lot of its own eye-catching, attractive content for its audience, but is also excellent ataggregating material from other sources and creatively making it part of its own unique brand identity. By continuing to tell a brand story that’s unlike anything else on the web, VH1 has amassed an engaged a predominantly young audience, a community, via its Tumblr account. VH1 has seen a 33% ratings spike over the past year, and it owes a lot of that success to the chatter happening on Tumblr.

Current Entries

Newsweek & The Daily Beast on Tumblr

Produced by: Newsweek & The Daily Beast

Newsweek & The Daily Beast maintain a growing network of Tumblr blogs run by key staffers throughout the organization. Altogether, our followers number nearly 250,000. Our "tentpole" would be the Newsweek Tumblr, which has been consistently named as one of the best. Cheat Sheet, our Tumblr companion to The Daily Beast, mirrors one of the site’s signature features by “cheating” the news. On the Archivist: historian Sam Register looks at current events through the lens of the magazine’s 80-year archives, featuring retro covers, ads, and newly relevant articles. Picture Dept, a blog run by Newsweek and The Daily Beast's talented photo editors, makes use of a custom template to display gorgeous, high-quality photographs commission by our team or assembled from the Web. Daily Beast West focuses on entertainment, curated by editors at our L.A. office. Finally, NewsBeast Labs offers a behind-the-scenes look at the data team and its methods in producing interactives and infographics.Newsweek, an 80-year-old publication that in late 2012 announced it was going "all-digital," and The Daily Beast, a rapidly-growing news website founded in 2008, see Tumblr as a vital community of news enthusiasts that represents the future of our brands. Just like our readers, Tumblr users are inquisitive, intelligent, and passionate. They embrace the high /low mix of breaking news and opinion on The Daily Beast, yet also value the longer-form political and cultural analysis that make up the bulk of Newsweek's coverage. Charts and graphs are always well-received—as are animated gifs of cats. Unlike some publications, which tend to pass Tumblr duties to an ever-rotating crop of interns, our most senior editors are dedicated to growing the organization’s presence on Tumblr. It’s a crucial part of how we go about gathering and sharing the news. The way we see it, we're always in beta. Each new Tumblr we launch is a chance at trying something new, a chance to see what sticks. Staffers who are involved with the organization's Tumblrs include a senior editor, a social media editor, three photo editors, a historian, a team of entertainment writers, an art critic, a data journalist, and many more. We’re always brainstorming new angles or coverage areas that may constitute their own communities With so many staffers involved in our Tumblr presence, we're constantly learning what works, what doesn't, and hearing feedback from readers about what they want on their dashboards. A Shorty Award for Newsweek and The Daily Beast's network on Tumblr will not simply be a recognition of our efforts, but confirmation that an-all digital media organization can be one driven by openness, community, and authenticity; one that constantly explores and invests in new audiences; one that encourages talent, embraces risk, and is driven by a beta mentality where one's work is never fully complete.

WHAT SHOULD WE CALL GIRLS

In response to the popularity of sharing animated GIFs on Tumblr, HBO GIRLS launched a focused Tumblr presence that shares fan-created GIFs from the series in the style of the “What Should We Call Me” Tumblr meme. WSWCG uses the What Should We Call ____ format to include “GIRLS” in each GIF caption, highlighting the relatability of the series GIRLS and the generational tribulations of Tumblr users and the series’ fan base. HBO captions and curates GIRLS GIFs to relate to episodic moments, crediting the original GIF creator. With the launch of the second season of GIRLS, the HBO Social team sought to expand the social presence of the series to emerging platforms. GIFS of GIRLS episodes are uploaded daily to the Tumblr, punctuating situations that are common to the core GIRLS audience, making the series relatable to potential audiences and also highlighting devoted fans’ favorite moments. In curating fan GIFs, the Tumblr is able to decontextualize fans’ favorite moments from the series, and pair bits of the show with relatable, common, real-world conundrums. Tumblr posts vary between generic situations (GIRLS on Valentine’s Day, When GIRLS Have To Write A Thesis, GIRLS Validating Holiday Binge Eating, When GIRLS Prepare For An Interview), viewer reflections (When GIRLS Don’t Get An Episode of GIRLS), pop culture references (When GIRLS Try To Do The Harlem Shake), or show-specific updates (When GIRLS Is Renewed For A Third Season). The WSWCG Tumblr is a brand presence for the series that feels germane to the platform—it is not overtly branded and feels stripped down, organic, and reflects what exists, from a user perspective, on Tumblr already. Where brand presences often obstruct the user’s experience on a platform, the simplicity of the WSWCG Tumblr attracts fans in a way that does not intrude on audiences’ existing social experience. Creating a branded presence that reflects the actual user experience and behavior on a platform is paramount for strategic social marketing. While “real-time marketing” takes over feeds, the WSWCG Tumblr can market in real time and reflect the zeitgeist in a comical and relatable way for fans. Tumblr bloggers who are unfamiliar with the series are still able to relate to the universality of the show’s moments and quotes that the WSWCG Tumblr highlights. After 2 months, the Tumblr has almost 15K followers and has been recognized by industry press outlets such as Mashable and The Huffington Post Comedy and Women verticals.

MTV Tumblr

Launched in May 2011, the MTV Tumblr provides microblogging engagement with the world’s premier youth entertainment brand and cultural home of the millennial generation, music fans and artists. In addition to sharing a constant flow of visual highlights surrounding the network’s different programs (from rallying buzz for new shows like “Catfish” to sharing new season trailers for returning shows like “World of Jenks”), it serves as a powerful, visual pop culture platform that pumps out exclusive real-time GIFs and memes around key moments from its legendary tentpole events (see Rihanna performing -- http://mtv.tumblr.com/post/31034121602#notes -- at the 2012 VMAs), as well as current happenings around the pop culturesphere that everyone’s sure to be buzzing about (and expecting to see in re-bloggable form, stat – like Beyonce’s killer Super Bowl performance -- http://mtv.tumblr.com/post/42244353215/best-super-bowl-ever#notes). MTV's Tumblr combines content creation, curation and community outreach into an artistically compelling and powerfully viral brand outpost, bringing Tumblr's celebration of the visual to bear on our unique level of access and connection to music, celebrity and TV. Few in the space have leveraged the platform in as many unique ways successfully. We have virally driven tune-in to our own programming (http://mtv.tumblr.com/post/26049426441/tonight-is-gonna-be-awkward-season-2-premieres-at#notes). We have organically brought in sponsors, as with our Red Carpet Animated GIF Booth (http://mtv.tumblr.com/tagged/revlon-gif-photobooth) during last year's MTV Movie Awards (the first of its kind). We are highly dedicated to elevating the artists that make the Tumblr community so unique — for the 2012 Video Music Awards, we sought out five up-and-coming animated GIF artists and commissioned original works to help promote the show in a project called VMA TumblrART (http://mtv.tumblr.com/tagged/VMA-tumblrART) — work which was then featured an on-air promotional spot (http://www.youtube.com/watch?v=g1j2szMz_WM). We have also featured exclusive work from Tumblr artists within our company, including the Mr.GIF (http://mtv.tumblr.com/tagged/mr-gif) collective, T. Kyle MacMahon (http://mtv.tumblr.com/tagged/grammys) of the Reality TV Gifs blog, and photographers (http://mtv.tumblr.com/tagged/colindouglasgray) in our creative department. MTV's Tumblr endeavors to playfully and creatively take a forward looking and community-centric approach to carrying on the brand's singular creative and artistic legacy.

Comedy Central Tumblr

Produced by: Comedy Central

The official Tumblr blog of Comedy Central, home of South Park, The Daily Show, The Colbert Report, Tosh.0, Key & Peele, incredible stand-up specials and more.One of the first entertainment brands to enter the Tumblr arena, we approach our blog from the point-of-view of a comedy fan and with an enthusiastic appreciation of the Tumblr platform and community. Through animated gifs and photoshops - http://comedycentral.tumblr.com/post/36834758553/this-might-be-the-most-gifable-20-seconds-in, exclusive Q&As with talent - http://comedycentral.tumblr.com/tagged/ask-a-professional-comedian, fan art - http://comedycentral.tumblr.com/post/39047527025/2012s-most-dedicated-futurama-fan-has-us-hoping, and breaking brand news, we offer fans a number of innovative opportunities to interact and connect with their favorite shows and comedians.

Game of Thrones Tumblr

In the Spring of 2012, HBO launched its first official Tumblr profile to elevate and celebrate the creative contributions of extremely talented Game of Thrones fans. The profile rapidly became the ultimate destination for all fan creations, giving the community a forum to feature their talent and engage with the show on a deeper level. Tumblr was the perfect platform due to its clean interface, ease of use, and the built in community that had already been producing high quality pieces inspired by the books and the series. HBO now receives submissions nearly every single day and uses the Tumblr to showcase original fan work, which includes art, music and more. The blog was dubbed “Cast a Large Shadow,” a series quote which resonates with both the die-hard book fans and TV show aficionados. Over 1500 creations have been submitted and it was mentioned as a “best in class” example by Lost Remote.

VH1 on Tumblr

VH1 is more than a TV network. The brand itself is a bold and successful mash-up of music,pop-culture and nostalgia, a high-energy hub where everything is “more” – more fun, more bold, and more exciting. VH1.Tumblr.com brings all of the individually celebrated VH1 properties and ideas together for consumers to indulge in and claim ownership over—it’s Best Week Ever, Celebrity Gossip, VH1 programming, music, fashion or animated gifs all in one place. <iframe src="http://www.slideshare.net/slideshow/embed_code/16960833" width="476" height="400" frameborder="0" marginwidth="0" marginheight="0" scrolling="no"></iframe>VH1’s Pass the Bowl became a very popular, ongoing interview series. The way it worked, celebrities pulled questions out of the VH1 bowl, which had been left by other celebs. The answer was illustrated with a gif instead of a video. During the election, the Obama campaign started including animated Gifs in its email outreach to younger voters. But, Obama for America was no stranger to the animated medium. The campaign has been using GIFs on its tumblr for at least seven months, reblogging some and creating others on its own — and engaging with Tumblr users along the way. Most notable of these interactions was with VH1, who ended up in a full on gif war with the commander in chief’s account. Last year, the brand’s Tumblr account inspired a lot of inter-tumblr shipping. For the uninitiated, shipping is wishing for romantic relationships between two characters (or entities.) For example: Harry Potter and Hermione Granger, Suckie and Andie (“Pretty in Pink”), Joey and Phoebe (“Friends.”) VH1 inspired the “Vhobama” ship (VH1 + Obama) and then Vhelton (VH1 + AfterElton) which started when VH1 were stirring up support for a contest hosted by AfterElton.com. The fictional relationship stirred up a lot of buzz and was promoted on the Daily Dot. Tumblr has been credited for single-handedly rekindling the art of the animated gif. Animated GIFs have been circling the web since 1987, yet in the past few years, they seem to have increased in popularity via Tumblr. Making their own distinct mark on the Tumblr community, VH1 set up their own gif booths at televised events, namely the network’s own pro-social Do Something Awards and Divas concert. The best gifs of popular celebrities made during the red carpet events were later posted to the VH1 Tumblr. Unlike more traditional blogging platforms, Tumblr’s social focus means that short form content tends to pick up the greatest numbers of interaction. VH1 has mastered this method. The network creates a lot of its own eye-catching, attractive content for its audience, but is also excellent ataggregating material from other sources and creatively making it part of its own unique brand identity. By continuing to tell a brand story that’s unlike anything else on the web, VH1 has amassed an engaged a predominantly young audience, a community, via its Tumblr account. VH1 has seen a 33% ratings spike over the past year, and it owes a lot of that success to the chatter happening on Tumblr.

The Daily Show Election Center on Tumblr

Produced by: Comedy Central

Launched in 2012, The Daily Show Election Center on Tumblr became the show’s first permanent, regularly updated source for web-based comedy. It’s not a TV show trying to be a Tumblr, or vice versa. It’s a mutant. And like all mutants it possesses superhuman strength.With its bottomless archive of absurd GIFs, fetish pornography and Tom Selleck+waterfalls+sandwiches, Tumblr is the weirdest place on the web. We knew The Daily Show with Jon Stewart would fit right in. So while the show’s coverage of Democalypse 2012 remained essential viewing each night, <a href="http://thedailyshow.tumblr.com/" target="_blank">thedailyshow.tumblr.com</a> complemented our programming with original comedy content as well as on-air tie-ins to create an unprecedented humor Leviathan. Tumblr allowed us to reach new fans on emerging platforms quickly and with stunning visual effect. Through a partnership between Comedy Central and The Daily Show, thedailyshow.tumblr.com: • Expanded the reach of an established television brand by creating content that matches The Daily Show’s tone and take on the day’s campaign news. The Daily Show is not on every social platform, but it is all-in for fans on the platforms it serves. • Quickly provided exclusive content to a fast-growing platform. • Partnered directly with Tumblr integrate its publishing platform <a href="http://www.thedailyshow.com/exclusives" target="_blank">on The Daily Show’s website</a> to better serve fans who may not visit Tumblr. <strong>Serious Election Coverage Voters Couldn't Do Without</strong> • <a href="http://thedailyshow.tumblr.com/post/22335934825/romney140-i-commend-those-who-planned-and" target="_blank">R.O.M.N.E.Y. 140</a> combined Twitter and SoundCloud with Tumblr to invent a translation machine for Mitt Romney’s campaign tweets • <a href="http://thedailyshow.tumblr.com/post/17960285209/lick-santorum-pdf" target="_blank">Don’t Bring This Sign</a> • <a href="http://thedailyshow.tumblr.com/post/16139848765/the-moment-they-realized-they-would-lose" target="_blank">The Moment They Realized They Would Lose</a> • <a href="http://thedailyshow.tumblr.com/post/21030100542/modern-politics-is-a-science-we-break-it-down-for" target="_blank">Demographic: Targeted</a> <strong>Additional Very Important Journalism-related Election Coverage</strong> • <a href="http://thedailyshow.tumblr.com/post/35180127010/dailyshowlive" target="_blank">Second-screen joke</a> featuring John Oliver • Exclusive previews and promos for live stream of Election Night show • <a href="http://on.cc.com/ZH3x96" target="_blank">Kickstarter parody</a> to help Newt Gingrich pay back his debt • Promos for show content, full episodes • Instantaneous rebranding for Democalypse 2016 at 11:31 p.m on Election Night

Now You're Cooking

To help ambitious home cooks get more creative and inspired, appliance manufacture Electrolux and creative agency House of Radon created the online food-destination <a href="http://nowyourecooking.tumblr.com">Now You’re Cooking</a> – hosted on Tumblr. The campaign revolves around the insight that people don’t use recipe books anymore, and instead cook off online recipes, blogs, etc. So the idea was to create a custom-made Tumblr that lets food lovers cook-along with, or simply watch and enjoy a series of stunning recipe films. Each film can be set to cooking-mode to cook-along with the chef and learn new skills/methods. The main film feature is set alongside inspirational imagery and Tumblr-native activity such as reblogs, likes and PR mentions. The blog has more than +330,000 followers, highlighting the power of Tumblr as a platform that can connect global foodies on a level that is otherwise difficult through traditional advertising. With over +330,000 followers in just 6 months, <a href="http://nowyourecooking.tumblr.com">Now You’re Cooking</a> is one of the fastest growing blogs on Tumblr. The blog has followers from all over the globe, including countries such as Colombia, Iceland, Kenya, Japan and Poland. Our vision was to create consumer engagement for <a href="http://nowyourecooking.tumblr.com">Electrolux</a> by inspiring home chefs through inspirational recipes presented in a modern style and with emphasis on design. The blog had more than 12 000 notes at the early phase of the launch, and was featured on top tier sites, such as <a href="http://www.fastcocreate.com/1681857/practical-cooking-in-the-modern-age-recipe-videos-on-tumblr">Fast Company</a>, <a href="http://www.creativereview.co.uk/cr-blog/2012/october/now-youre-cooking">Creative Review</a>, <a href="http://www.creativebloq.com/design/food-lovers-912856">Creative Bloq</a> and <a href="http://fivecoolthings.blogspot.se/2012/10/electrolux-now-youre-cooking.html">Five Cool Things</a>. This gave the blog coverage not only within the cooking-sphere, but also within innovation, design and creativity. (Click on the links to read the whole article.) We wanted to not only show products, but also behind-the-scenes and share-friendly imagery and videos. The authentic aesthetic and feel was something that inspired us, and we wanted it to look handcrafted in every small detail to portray how people cook at home. For this we also created a hand-rendered version of House Industries typeface Neutra to reinforce this concept. Now You're Cooking is all about creativity and inspiration. Adding Tumblr makes it a hub for social.