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

Introducing Mac Scott

Entered in Launch Campaign

Objective

When Domino’s set out to launch their new 5 Cheese Mac & Cheese, we aimed to stand out among QSRs who were already serving a similar dish. So, we needed to highlight our delicious differences, as our dish did not look or taste like a traditional mac (whatever “traditional” means). It had 5 different cheeses, used penne, and tested high with adults ages 18+ on craveability. No orange sauce and elbow noodles were to be found. 

Our main, driving question for this campaign was, “How do we show that rules around mac & cheese don’t matter as long as it’s delicious?”

 

 

Strategy

Mac Scott the Mascot spontaneously manifested himself as a 7-foot-tall penne noodle being during a test run in Domino’s headquarters. Just like Domino’s 5 Cheese Mac & Cheese broke the rules when it came to noodle and cheese choice, Mac was breaking rules as well. Heck, even his existence was breaking rules of reality! 

Creating a new mascot character came with some unexpected challenges, as we had to use our noodle in new ways to fully realize Mac Scott. For instance, we had to think about everything from how Mac would convey emotion (through detachable eyebrows and lips) to how many fingers he’d have (four yellow ones). Additionally, his voice, interactions with humans, and other “isms” had a hilariously long amount of thought.

After bringing Mac to life, we used him to create video and static content that brought him, well, even more to life in the “corporate” world, mockumentary style. Fans watched Mac fulfill his dream of being a personality hire at Domino’s, running amok in the office, pulling pranks, and breaking as many rules as he possibly could. We even had a short series involving Mac’s existential musings and questioning of his purpose in the world through his writings in his “dairy”. 

Mac brought delicious awareness, excitement, and humor to Domino’s overall social presence. 

 

Results

This campaign blew the cheese pants off Domino’s previous product launch campaign with a +171.1% engagement rate, +1,833.5% net follower growth, +442.4% shares, and +213.5% comments. We garnered a whopping 10k new followers (rather, Mac fans) in one day, as well.

Additionally, we scored unpaid and unplanned engagement from other big brands on social, including Scrub Daddy and Cheezit, which led to lasting relationships and opportunities for future brand collabs.

We even collaborated with internet legend Scrub Daddy for a fun holiday post, where both mascots frolicked in the name of the holiday spirit. With 282,161 organic impressions, this organic post helped land Mac in an unexpected cultural play with lots of positive sentiment. But Scrub Daddy wasn’t the only celeb who was spotted with Mac. Chrissy Teigen was snapped giving some love to our big cheesy guy at Chainfest, a gourmet chain food festival in LA.

Sentiment in the comments section of each posting was overwhelmingly positive, with commenters begging to see more of Mac, requesting Mac merch, and even requesting for Mac costumes (specifically cheesepants) for Halloween.

Mac contributed to Domino's goal of being one of the most-loved pizza brands on social. And although it may sound cheesy, Mac’s impact will forever be felt in Domino’s social and he has solidified a special place in our hearts. 


 

Media

Entrant Company / Organization Name

Chemistry, Dominos

Links

Entry Credits