Best Use of Humor

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6th Annual Shorty Industry Awards Finalist

Cookie Monster Learns a Lesson from Tom Hiddleston Thanks to PBS

Produced by:

PBS

Date submitted:

Feb. 17, 2014

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Team members: Natalie Benson - , Melissa Mills - , Kevin Dando - , Michael Schoen - , Jeffrey Hughes - , Allison McDaniel - , David Wilder -

About this entry

Cookie Monster learns a very important lesson about self-regulation from his new friend, actor Tom Hiddleston. #TomNomNom

The case for why this entry should win a Shorty

PBS was in the unique position to be able to combine two social media juggernauts in one video -- by leveraging the world-wide celebrity of Sesame Street’s iconic character, Cookie Monster, with Tom Hiddleston’s superstar status we were able to simultaneously educate and entertain. This epic pairing of childhood nostalgia and fandom, dubbed as “TomKie” by some, resulted in 2 minutes of non-stop giddy laughter, and social media virality.

Our social media posts around this video, which included a tease campaign before the release, were across Facebook, Twitter, Google+, Tumblr, Instagram, Vine, LinkedIn, YouTube and Pinterest. Garnering over 28,000 notes on Tumblr, 1000’s of likes, comments and shares, and put the hashtag #TomNomNom into the mainstream. Within 48 hours we received over 700k views and 90 million impressions on Twitter.

Notable Press included: Buzzfeed, Huffington Post, ThinkGeek, IGN, Entertainment Weekly, Uproxx, Jezebel, The Hollywood Reporter, The L.A. Times, Broadway World, Vulture, MTV, What's Trending.

Additional Information

https://twitter.com/Loki_Lego/status/375292078319611904
http://twitter.com/thinkgeek/status/375341240759234560
http://twitter.com/Jezebel/status/375371470509449216
http://twitter.com/ThorMovies/status/375346823323328513
http://go.ign.com/15EpaDM

What’s Trending: http://www.youtube.com/watch?v=X3mJDpQomn0&list=PLhT5AIiHWG16zEJkNQPx-fEaJQ64g5gDD&index=3

Buzzfeed: http://www.buzzfeed.com/ellievhall/tom-hiddleston-teaches-cookie-monster-about-delayed-gratific
 
EW: http://family-room.ew.com/2013/09/04/tom-hiddleston-cookie-monster/
 
MTV: http://splashpage.mtv.com/2013/09/04/tom-hiddleston-cookie-monster/
 
Vulture: http://www.vulture.com/2013/09/see-tom-hiddleston-teach-cookie-monster-a-lesson.html
 
Broadway World: http://www.broadwayworld.com/article/Tom-Hiddleston-Cookie-Monster-Learn-A-Lesson-20130904
 
The Los Angeles Times: http://herocomplex.latimes.com/tv/thor-star-tom-hiddleston-teaches-cookie-monster-about-patience/
 
The Hollywood Reporter: http://www.hollywoodreporter.com/heat-vision/loki-met-cookie-video-620823

Uproxx: http://www.uproxx.com/webculture/2013/09/watch-tom-hiddleston-teach-cookie-monster-delayed-gratification/

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