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

Recess Therapy x Abbott Elementary

Entered in Multi-Platform Partnership

Objective

The Emmy Award-winning "Abbott Elementary" is ABC’s hit comedy that takes place in an underfunded Philadelphia public school. It follows a group of passionate teachers, an enigmatic janitor, and a hilarious principal trying their best despite the odds stacked against them.

ABC looked to celebrate "Abbot Elementary" Season 4 to invite new viewers to check out the series, while also rewarding fans for their love of the series. The network looked to create a funny, shareable social post that would excite"Abbot Elementary" fans and drive new viewers to tune in by giving them a sense of the show's award-winning comedy.

Strategy

To celebrate season 4 and invite returning fans and new viewers to tune in to the premiere, ABC went on-set to interview the kids who play some of the recurring student characters on "Abbot Elementary." Light-hearted banter and enlightening answers to wholesome questions are framed to foster warmth in the hearts of viewers. 

Although the focus of the series is on the adult cast, capturing the feel of Abbot as a school is essential to its comedy—and you can't have a school without students. Speaking with the young actors responsible for some of the show’s most memorable characters sheds light on what creating "Abbott Elementary" is like for them, giving fans a new look at the series they haven't gotten previously. The social post is fun, funny, and shareable, rewarding fans with a chance to learn something new about the show while giving new viewers a sense of what to expect from the comedy each week.

Results

ABC's behind-the-scenes social post made a big splash on social media, garnering more than 33,000 likes on Instagram. It helped boost tune-in for the November 6 premiere episode, which amassed 6.33 million cross-platform viewers in seven days of viewing.

Media

Entrant Company / Organization Name

ABC

Link