THE 14TH ANNUAL SHORTY AWARDS

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

Industry

See previous winners and honorees here.</a>"> Auto See previous winners and honorees here.</a>"> Beauty See previous winners and honorees here.</a>"> Business to Business See previous winners and honorees here.</a>"> Consumer Brand See previous winners and honorees here.</a>"> Education See previous winners and honorees here.</a>"> Entertainment See previous winners and honorees here.</a>"> Financial Services See previous winners and honorees here.</a>"> Fitness, Health, & Wellness
<br>See previous winners and honorees here.</a>"> Food & Beverage
See previous winners and honorees here.</a>"> Gaming See previous winners and honorees here.</a>"> Government & Politics See previous winners and honorees here.</a>"> Hospitality See previous winners and honorees here.</a>"> Insurance See previous winners and honorees here.</a>"> Live Events See previous winners and honorees here.</a>"> News & Media See previous winners and honorees here.</a>"> Non-Profit See previous winners and honorees here.</a>"> Pets & Animals See previous winners and honorees here.</a>"> Pharma & Healthcare See previous winners and honorees here.</a>"> Real Estate See previous winners and honorees here.</a>"> Restaurants See previous winners and honorees here.</a>"> Retail & E-Commerce See previous winners and honorees here.</a>"> Social Activism See previous winners and honorees here.</a>"> Sports See previous winners and honorees here.</a>"> Technology See previous winners and honorees here.</a>"> Television See previous winners and honorees here.</a>"> Travel & Tourism See previous winners and honorees here.</a>"> Wine, Beer & Spirits

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/16th/"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
From the 16th Annual Shorty Awards

America's Got Talent - Social's Biggest Stage

Silver Honor in Entertainment

Objectives

America loves a sob story, but they also love a social story. America’s Got Talent has brought Golden Buzzers, Simon "no's", and the world's wildest acts to America’s biggest stage for 18 Seasons. This social marketing campaign was designed with the aim of spreading awarness and hype, while promoting the upcoming season in a fresh way. Here are the key objectives of AGT’s viral social marketing campaign:

  1. Raise Awareness and Build Hype: Craft a narrative that resonates with the audience, creating anticipation for the upcoming season.

  2. Welcome The Weird: Embrace the eccentricity that defines AGT's charm, ensuring that the campaign stands out in a cluttered digital landscape. We normalized the weird, tapping into unique acts and artists to break the barrier of social media's standard and give these performers a greater stage on social media.

  3. Increase Engagement and Online Sharability: Foster a sense of community engagement, encouraging audiences to actively participate and share their excitement across social media by live-posting throughout the episode and sending in questions for our Judges to answer online and on Live Television. 

Strategy and Execution

The campaign's strategy rested on three pillars:

  1. Overcoming Burnout After 18 Seasons: Recognizing the challenge of maintaining audience enthusiasm after nearly two decades on air, the campaign embraced a self-aware approach. This involved acknowledging the show's rich history while promising fresh, never-before-seen acts, surprises and social content.

  2. Shareability: Embracing the audience's interest for the peculiar, the team actively encouraged fans to share and interact with the campaign content, fostering a sense of community around the AGT brand. We launched our IG Broadcast Channel heading into live shows, with a custom message from Howie Mandel, to provide another outlet for engagement and to share exclusive content from talent and behind-the-scenes.

  3. Leverage Talent and Creators: Recognizing the star power of individuals like Sofía Vergara, who secured the #3 ranking in SCRs Top Series Talent in 2023, we strategically collaborated with our Judges to amplify our message. And for the first time ever, we welcomed Creators into the AGT fold, seamlessly integrating them to amplify live show performances. This groundbreaking Creator activation garnered over 2 million video views and 20,000 engagements.

Results

The campaign achieved astounding results. It not only made a significant digital impact, but an equally as strong affect on broadcast linear. 

  1. #1 Summer Show on Broadcast: AGT emerged as NBC's highest-ranked summer show, attaining a dominant position in the competitive summer television landscape.

  2. 11 Million New Fans: The campaign successfully expanded AGT's digital footprint, attracting over 11 million new followers across various social media platforms. This is a 414% increase compared to 2022. The fact that 11 Million new people still find interest in a show that's been around for 18 Seasons is a success in itself.

  3. Most Social Season in 18 Years: The engagement levels and video views during AGT Season 18 surpassed previous records, marking it as the most social season in the show's 18-year history. The campaign not only invigorated the digital presence of AGT but also translated into tangible success on linear broadcast, solidifying its status as a social triumph. AGT brought in over 5 Billion video views (a 187% increase from 2022) and 512 Million owned engagements (a 60% increase from 2022), across plattforms in 2023.

Media

Entrant Company / Organization Name

NBCUniversal

Links

Entry Credits