THE 14TH ANNUAL SHORTY AWARDS

The Shorty Awards honor the best of social media and digital. View this season's finalists!

Industry

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Strategy & Engagement

See previous winners and honorees here.</a>"> Brand Partnership See previous winners and honorees here.</a>"> Call to Action See previous winners and honorees here.</a>"> Community Management See previous winners and honorees here.</a>"> Creative Use of Technology See previous winners and honorees here.</a>"> CTV/OTT See previous winners and honorees for Insights and Trends here.</a> <a href=https://shortyawards.com/17th/"https://shortyawards.com/category/16th/data-visualization">See previous winners and honorees for Data Visualization here.</a>"> Data & Insights See previous winners and honorees here.</a>"> Earned Media See previous winners and honorees here.</a>"> Event & Experiential See previous winners and honorees here.</a>""> Gamification See previous winners and honorees here.</a>"> Humor See previous winners and honorees here.</a>"> Innovative Media Buying Strategy See previous winners and honorees here.</a>""> Integration with Traditional Media See previous winners and honorees here.</a>"> Internal Communications See previous winners and honorees here.</a>"> LGBTQ Community Engagement See previous winners and honorees here.</a>"> Micro-Influencer Strategy See previous winners and honorees here.</a>"> Multicultural Community Engagement See previous winners and honorees here.</a>"> Music & Dance See previous winners and honorees here.</a>"> On a Shoestring See previous winners and honorees here.</a>"> Organic Promotion See previous winners and honorees here.</a>"> Paid & Amplification See previous winner and honorees here.</a>"> Physical and Digital Convergence See previous winner and honorees here.</a>"> Public Service Announcement See previous winners and honorees here.</a>"> Real Time Response See previous winners and honorees here.</a>"> SEO & SEM See previous winners and honorees here.</a>"> Social Commerce See previous winners and honorees here.</a>"> Storytelling

Abbott Elementary "Pull The Plug"

Entered in Music & Dance

Objective

The Emmy Award-winning "Abbott Elementary" is ABC’s hit comedy that takes place in an underfunded Philadelphia public school. It follows a group of passionate teachers, an enigmatic janitor, and a hilarious principal trying their best despite the odds stacked against them.

ABC looked to celebrate "Abbot Elementary" Season 3, and invite returning fans and new viewers to tune into the February 7th premiere. The network looked to create a promo that would reward "Abbot Elementary" fans for their dedication to the show and to make something fun that would delight returning and new viewers alike.

Strategy

To promote the premiere of "Abbot Elementary" Season 3, ABC released a fun, short, feel-good lip-synched cover of The Jackson 5 song "ABC." Featuring the cast of the show in character, dancing and grooving with psychedelic backgrounds, the fun is “unplugged,” with Mr. Johnson providing a bit of humorous alternative history of the song to the viewer.

The short music video engaged viewers with the beloved cast of "Abbot Elementary" and one of the world's most famous feel-good tunes and was great for getting viewers into the mood set by the series.

The promo channels the energy and colors of the 1970 hit song, and the '70s in general, to combine education with fun and excitement, while letting the "Abbott Elementary" let loose, giving a different view on the show's comedy and flavor. It expertly utilizes everything from old-school CRT televisions to trippy colorful backgrounds and only the hippest of dance moves, delivering fans and new viewers an enjoyable"Abbot Elementary" moment that shows exactly the kind of fun waiting in Season 3.

 

Results

ABC's musical promo was a big success in exciting viewers for "Abbot Elementary." The season 3 premiere on February 7, 2024 brought in 5.91 million total viewers, a 1.84 rating in the key broadcast demo, and 3.10 million viewers in three-day multi-platform viewing.

Media

Entrant Company / Organization Name

ABC