The Official Shorty Awards Blog

MTV’s VMA Twitter Tracker wins the Shorty Industry Award for Best Integration of Social Media with Live Television!

Breaking social media records by combining its Twitter and Tumblr presence, MTV had its most social Video Music Awards ever in 2011. Driving 76% more traffic than its previous year, the 2011 VMAs broke a Twitter record when Beyonce announced her pregnancy live on screen (resulting in 8,868 tweets per second). Twitter saw 10 million “@MTV” and “#VMA-related” tweets on August 28 in the East Coast airing of the show: the most tweets for an award show to date.

The integration of Twitter’s interactive live-chats in conjunction with live GIFs on MTV’s Tumblr brought 12.4 million viewers to participate in the biggest viewership for any show in the 30-year history of the cable channel. MTV’s VMAs served as an indicator that the incorporation of social media and live TV can result in reaching a larger and wider audience that is often sought after by the media, inspiring other awards shows to adopt similar methods for future events.

Watch Vice President of Mobile at MTV, Michael Scogin, and Executive Vice President of News and Production for MTV, Dave Sirulnick, accept the Shorty Award on behalf of VMA Twitter Tracker:

Tags: baby beyonce blue ivy mtv shorty awards twitter tracker vma VMA Twitter Tracker Industry Award Shorty Industry Award Social Media Social Live Television TV Television Integration Michael Scogin Dave Sirulnick
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May 9, 2012

Gillette Wins the Shorty Industry Award for Best Social Game

Gillette’s Blade Change Challenge was awarded the Shorty Industry Award for Best Social Game at the 3rd Annual Shorty Awards on Monday, March 28, 2011 in New York City.

Overview: Razor company Gillette launched a new ad campaign in 2010 to get male customers to replace their worn razor blades on a more regular basis. Working with the firm Proximity Canada and the interactive game application E‐Axis, Gillette’s campaign utilized national television ads, online ads, a “razor repair” microsite, and a Facebook game. The interactive game, called “Gillette’s Blade Change Challenge,” invites users to shoot razor blades off a Gillette razor, aiming the blades at different items, and progressing through different levels of difficulty. Users gain points by successfully hitting objects in a virtual garage. The game also had a leaderboard displaying top‐ scoring players. Gillette gave away 1,000 free ProGlide blade samples through its Facebook page.

Impact: Gillette’s Facebook game had more than 20,000 monthly active users, while blade consumption increased by two cartridges per household annually, and the purchase rate went up 12%. Meanwhile, awareness of the indicator strip turning white while shaving is up more than 10 points, and awareness of the indicator strip turning white as the key sign to change the blade is up 14 points.

Tags: Shorty Awards Industry Awards Gillette Social Game Winners
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April 13, 2011