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

Halloween Horror Nights' Haunted Tales (Discover Universal Podcast)

Silver Honor in Podcast Mini Series

Objectives

Halloween Horror NIghts Haunted Tales, an anthology mini-series on the Discover Universal podcast, dives deeper into the rich sounds and storytelling of our incredible Haunted Houses and Scarezones at Halloween Horror Nights, the nations premiere horror event. Our objectives were as follows:

Strategy and Execution

Discover Universal podcast launched in February 2022 with a focus on content to help guests plan their vacation before coming to the parks. After creating most of our planning content targeting first-timers, we knew we also had an audience of rabid fans craving deeper storytelling, especially content about Halloween Horror Nights. Through guest surveys, we were able to identify a real demand for deeper storytelling in our Original Content houses, ensuring that there would be an audience for this series. With Haunted Tales, we set out to create something unique that guests could enjoy before entering a Haunted House or afterward and further immerse them into that experience. We worked in partnership with our incredibly talented Entertainment team who wrote out deeper narrative stories for this miniseries and our audio engineer turned it up a notch with an moody music and SFX audio experience.

We started Haunted Tales in August 2022, releasing an episode every Friday leading up to the event start date. We learned a few things along the way and when we launched this year, we made sure to do it earlier and launched Halloween Horror Nights Haunted Tales - Dr. Oddfellow's Collection of Horror the night after our full reveal. This became the most downloaded podcast episode we've ever had, with that episode still our top episode today. 

 

Results

 

Media

Entrant Company / Organization Name

Universal Destinations & Experiences

Links

Entry Credits