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

Harry Potter: Wizards of Baking - Magical Inspired Recipes

Entered in Short Form Video

Objective

To promote new series Harry Potter: Wizards of Baking, Food Network launched a multi-platform, multi-faceted campaign aimed at maximum reach with participation across WBD departments, divisions and external partners to raise awareness, create excitement and drive tune-in for premiere through finale. As part of that outreach the team sought ways to evoke the magic of Harry Potter. 

Strategy

 

Harry Potter: Wizards of Baking combines the global fandom of the beloved Harry Potter franchise with the power of Food Network’s programming, particularly the Q4 holiday lineup. The strategy was to reflect the appeal of both these powerhouse brands and properties while promoting the new series. A series of magical recipe videos were created capturing the magic of the series and the Harry Potter world, featuring recipes inspired by it alongside others that could easily be recreated at home.

Results

This was the largest digital campaign done by the team - super-serving Food Network’s core food audience as well as the highly-engaged Harry Potter superfan community. To date social content across platforms inclusive of the magical recipe series has garnered 97 MILLION views and 120 MILLION social impressions, with 28 different videos passing the viral 1MILLION views mark, and the premiere episode was Food Network’s most-social premiere of all time, with over 30 MILLION impressions for the content. The linear series wrapped its first season ranked as the #1 non-news/sports cable program on Thursday nights and having reached more than 16.4 million viewers with a second season already picked up. 

Media

Entrant Company / Organization Name

Food Network

Links