6th Annual Shorty Industry Awards Finalist


Produced by:

Hill Holliday

Date submitted:

Feb. 6, 2014


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Team members: Lance Jensen - Chief Creative Officer, Joe Fallon - Executive Creative Director, Bob Gates - Creative Director/Art Director, Rick McHugh - Creative Director/Copywriter, James Adame - Designer, Wes Dorsainvil - Designer, Marcio Lima - Illustrator/Animator, Carissa Marlowe - Agency Producer, Matt Villone - Agency Producer, Richard Butler - Account Team, Mike Burns - Account Team, Meghan Cermack - Account Team, Ross Cidlowski - Planner, Chuck Woodard - Music: Original Artist, Adam Cahill - Chief Digital Officer, Mike Proulx - Director of Social Media, John Running - Director- Innovation & Technology, Steve Callan - Tech Lead, Mike Walton - Developer, Rob Erskine - Creative Technologist, Maggie Foley - Associate Experience Architect, Kyle Mitchell - Associate Experience Architect, Michelle McCudden - Senior Social Media Strategist

About this entry

Sweethearts Candies are a Valentine’s Day staple. They’ve been around since Andrew Johnson was president (1866), but how do we make them seem more modern, cool, and current?

Introducing #Tweethearts-- the mash-up of Sweethearts and Twitter. The #Tweethearts social campaign allows users to create customized Sweethearts candy hearts using Twitter.

It works like this: people simply send a personalized tweet to @Tweethearts. After sending the tweet, they receive a response tweet with an image of their message printed on the Sweethearts candy. Users can then order the personalized candies for delivery, share the image virally, or both, turning something digital into something physical.

The case for why this entry should win a Shorty

With zero media dollars spent, we reached well over 2 million users across channels organically. Celebrity Mindy Kaling’s #Tweetheart reached over 700,000 people and received 27,000 engagements. Buzzfeed featured #Tweethearts on its homepage resulting in over 45,000 people seeing it. Thousands of people created personalized #Tweethearts and shared them through other social media platforms like Vince, Instagram, and Facebook. FastCo, Yahoo, USA Today, the New York Times, Boston.com, NECN, KTLA, and more covered the campaign. And Twitter used #Tweethearts as an example for best practices.

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