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

Sopranos 25th Anniversary

Finalist in Vertical Video

Objective

The overarching goal was to drive Gen Z’s awareness and interest in The Sopranos, particularly in celebration of its 25th anniversary. Measurable targets included boosting Gen Z searches for The Sopranos on TikTok and achieving significant engagement metrics such as high view counts and user interaction.

Strategy

At six seasons, 86 episodes, and around an hour per episode, The Sopranos requires a decent chunk of time to watch. But what if you could do the whole thing in under 36 minutes? For many, watching a movie in bite-sized videos or out of context on their FYP is sacrilegious, but this way of consuming media is not uncommon on TikTok. Pirated clips thrive on the platform. Accounts post movies and television shows in short sequential videos. They often don't specify the movie or show in the caption to avoid being taken down due to copyright, relying on the algorithm to reach users. Once someone's FYP serves them a clip, they can either wait for more to appear or hunt down the rest of the program. So, we took matters into our own hands, using this moment to launch the official Sopranos TikTok just in time for its 25th anniversary.

 

 

 

Results

With averages of 250K views across 86 posts, 2.1M likes, and the ire or relief of many Sopranos fans, we found that this drove an increase of nearly 150% of Gen Z searches for The Sopranos across TikTok.

Media

Entrant Company / Organization Name

Razorfish, Warner Bros. Discovery

Links

Entry Credits