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/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

Bunnie CMT Music Awards

Entered in Multi-Platform Partnership

Objective

Idea: For the 2024 CMT Music Awards, CMT partnered with influencer Bunnie Xo to serve as the backstage correspondent, blending her unique charisma with unparalleled access to the show’s biggest stars. This collaboration aimed to create authentic, engaging content that resonated with fans and elevated the CMT Music Awards’ social media presence.
Goals:
1. Enhanced Fan Engagement: Provide fans with a behind-the-scenes look at the CMT Music Awards through exclusive interviews and content led by Bunnie Xo.
2. Amplified Social Reach: Leverage Bunnie’s personal brand and audience to expand the reach of the CMT Music Awards across social platforms.
3. Multi-Platform Collaboration: Partner with sister brands like MTV and artists platforms to amplify the content and drive visibility for the show.
4. Showcase Artist Stories: Highlight the stories, personalities, and excitement of the artists performing at the awards through relatable and authentic conversations.
 

Strategy

The collaboration with Bunnie Xo was designed to maximize fan engagement and social media impact in lead up to the CMT Awards through a mix of planning, creativity, and strategic amplification.
1. Backstage Access: During the rehearsals for the CMT Music Awards, Bunnie Xo conducted five exclusive interviews with major performers, including Keith Urban, Cody Johnson, Megan Moroney, CMT Awards host Kelsea Ballerini, and her husband Jelly Roll. Each interview gave fans an intimate look at the performers’ thoughts, excitement, and preparations for the big night.
2. Collaborative Content: Each interview was shared across CMT’s social platforms, Bunnie Xo’s personal social accounts, and the featured artists’ platforms, ensuring broad reach and engagement. The collaboration allowed for a seamless blend of audiences from each partner.
3. Pre-Show Buzz: In the week leading up to the awards, the backstage content served as a teaser campaign to build excitement for the show. 
4. Relatable and Authentic: Bunnie Xo’s charm and genuine connection to the artists created an authentic, engaging experience for fans. Her interview with Jelly Roll, in particular, offered a personal touch that resonated deeply with audiences.
 

Results

The partnership with Bunnie Xo exceeded expectations, delivering exceptional results:
1. Massive Reach: The backstage content generated more than 15M views across social platforms, amplifying the visibility of the CMT Music Awards.
2. High Engagement: The interviews drove over 500K engagements, showcasing the content’s resonance with fans.
3. Record-Breaking Social Impact: This collaboration contributed significantly to making the 2024 CMT Music Awards the most social CMT Awards ever in terms of views and engagements.
4. Multi-Platform Success: The involvement of Bunnie Xo, coupled with amplification by CMT, featured artists, and sister brand MTV, ensured exponential reach across diverse demographics.

Media

Entrant Company / Organization Name

MTV Entertainment Studios, Paramount Global

Links

Entry Credits