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Shorty Industry Awards 2012 Winners Announced

  |  March 23, 2012   |  Comments

UPDATED: Awards recognize business creativity, effectiveness in social media.

Stephanie Schierholz from NASA's public relations team was awarded the best social media manager during Shorty Awards. Finalists were Michael Bepko, global online community manager for Whole Foods Market, and Lauren Salazar, social media manager, Weight Watchers.

Winners in the industry categories, which are designed to recognize businesses, ad agencies, and professionals, included:

Best branded YouTube channel: The Visionaire Group, Dreamworks: Kung Fu Panda 2

Best integration of social media with live television: Viacom/MTV: VMA Twitter Tracker

Best location-based marketing: Walgreens: Check-ins that make a difference

Best overall brand presence on Facebook: Nickelodeon, SpongeBob SquarePants

Best overall brand presence on Tumblr: BBC America, Doctor Who

Best overall brand presence on Twitter: Bob Maron for @CharlieSheen

Best social commerce: Viking Range's Leanne Gault

Best social media campaign for film: Paramount, Super 8 Movie - Super 8 Secret

Best social media campaign for gaming: Promethium Marketing's Discover Your Legacy, Assassin's Creed – Revelations

Best social media campaign for television: USA Networks: Psych HashTag Killer

Best use of a hashtag on Twitter: Bob Maron for @CharlieSheen

Best use of Facebook in a campaign: HBO: True Blood, "Immortalize Yourself" Facebook application

Best use of Foursquare in a campaign: Walgreens: check-ins that make a difference

Best use of game mechanics (gamification) in a social media campaign: Nickelodeon: Kids Choice Awards 2011

Best use of social media for a consumer product or services: Dentyne: Safe Breath Alliance

Best use of social media for customer service: Blackberry

Best use of social media for news: CNN: The Global Networks

Best use of social media for sports: MLB Fan Cave

Best use of social media in a mobile campaign: Viacom/MTV: VMA Twitter Tracker for iOS for Verizon

Best use of social media in an awards show: Viacom/MTV: 2011 VMAs (Twitter/Tumblr + Twitter Tracker)

Best use of social media in real life: Wieden + Kennedy & Digital Kitchen, Dodge Journey: search engine for the real world

Best use of the Twitter ad platform: Edelman, Volkswagen: 2012 all-new Beetle launch

Best use of Twitter in a campaign: Frank Communications: 9/11 commemoration

Best use of video in a social media campaign:

  • CNN Worldwide: The Royal Wedding of William & Kate
  • TED

Best viral campaign

  • BuzzFeed-Schick: Xtreme 3 Razorbombing
  • Walgreens: check-ins that make a difference

Boldest social media campaign of 2011: VH-1: Do Something Awards - Give a Shit

Earlier coverage, including finalists:

Social media managers at Whole Foods Market, Weight Watchers, and NASA were named finalists in the Shorty Industry Awards. Other notable finalists included Walgreens, Ford, Pepsi, Coca-Cola, and Nickelodeon, and actor Charlie Sheen.

The awards program recognizes businesses, ad agencies, and professionals for creativity and effectiveness in social media marketing.

"The 300 percent growth in Shorty Awards nominations for brands this year is proof that social media means business. Facebook, Twitter and other social platforms are at least as important to reaching consumers as television or print," said Greg Galant, CEO of Sawhorse Media, creators of the Shorty Awards.

A total of 90 Shorty Industry Awards finalists were named in 27 categories. Winners will be announced Monday.

Here are the finalists:

Best social media manager

  • Michael Bepko, global online community manager for Whole Foods Market
  • Lauren Salazar, social media manager, Weight Watchers
  • Stephanie Schierholz, social media manager, NASA

Best branded YouTube channel

  • TED conference
  • Cartoon Network: Level Up
  • Super Bathing Attitude
  • Dreamworks: Kung Fu Panda 2

Best integration of social media with live television

  • Fox: X Factor
  • G4: Attack of the Show!
  • MTV: VMA Twitter Tracker

Best location-based marketing

  • Go Crowdless website
  • A&E Television: Catch a Con sweepstakes
  • Walgreens: Check-ins that make a difference

Best overall brand presence on Facebook

  • Nickelodeon: SpongeBob SquarePants
  • Ford Motor Co.: Social gets serious
  • Coca-Cola: Fans first
  • NBC: Today show

Best overall brand presence on Tumblr

  • Oxygen: The Glee Project
  • Olympus: The Pen Ready Project
  • BBC: Doctor Who
  • NBC: Today show

Best overall brand presence on Twitter

  • @MensHealthMag
  • Pepsi's RT Awesomeness
  • @CharlieSheen
  • Ted

Best social commerce

  • Viking Range's Leanne Gault
  • Grupañol's Unete campaign

Best social media campaign for film

  • Paramount: Super 8 Movie - Super 8 Secret
  • Super Bathing Attitude

Best social media campaign for gaming:

  • Ubisoft: Discover Your Legacy, Assassin's Creed – Revelations
  • Epic: Gears of War 3 - Brothers to the End
  • Microsoft: Xbox Kinect Sports Season 2 End Zone Dance Off Facebook application
  • Super Bathing Attitude

Best social media campaign for television

  • @CharlieSheen
  • Comedy Central: #SheenRoast
  • USA Networks: Psych HashTag Killer

Best use of a hashtag on Twitter:

  • Poke: Orange The Feed - #ThisSummer
  • @CharlieSheen
  • Hershey's: #CookieHQ
  • MTV: #FollowMeMTV

Best use of Facebook in a campaign:

  • Nickelodeon: Kids Choice Awards 2011
  • American Airlines: Customers Fly for the Cure
  • HBO: True Blood, "Immortalize Yourself" Facebook application
  • HBO: Game of Thrones
  • Procter & Gamble: Secret Mean Stinks

Best use of Foursquare in a campaign

  • Perry Ellis: Heritage badge promotion
  • MTV: VMA (40K badge unlocks)
  • Walgreens: check-ins that make a difference

Best use of game mechanics (gamification) in a social media campaign

  • Nickelodeon: Kids Choice Awards 2011
  • Century 21 Real Estate-Ngmoco: We City
  • Beat the GMAT
  • VH-1: Tough Love - Ditch or Date

Best use of social media for a consumer product or services

  • Jimmy Dean, No Kid Hungry Initiative at BlogHer '11
  • HBO Go
  • Dentyne: Safe Breath Alliance

Best use of social media for customer service

  • Citibank-LivePerson
  • Blackberry
  • SquareTrade
  • Onstar-Facebook
  • Media Temple

Best use of social media for news

  • CNN: The Global Networks
  • NBC News-MSNBC social TV best practices
  • MSNBC: Coverage of Oslo bombing and shootings on Utøya.

Best use of social media for sports

  • HBO: Boxing
  • MLB Fan Cave

Best use of social media in a mobile campaign

  • MTV: VMA Twitter Tracker for iOS for Verizon
  • Oxygen Media: The Glee Project with Shazam

Best use of social media in an awards show

  • Nickelodeon: Kids Choice Awards 2011
  • MTV: 2011 VMAs (Twitter/Tumblr + Twitter Tracker)

Best use of social media in real life

  • Nikon: Breaking through the Noise at SXSW
  • Procter & Gamble: Secret Mean Stinks
  • Dodge Journey: search engine for the real world

Best use of the Twitter ad platform

  • HBO: True Blood DVD/Blu-ray Promoted Trend
  • Volkswagen: 2012 all-new Beetle launch

Best use of Twitter in a campaign

  • Frank Communications: 9/11 commemoration
  • Network'43
  • Hershey's: #CookieHQ
  • Mercedes-Benz Tweet Race

Best use of video in a social media campaign

  • CNN Worldwide: The Royal Wedding of William & Kate
  • Coca-Cola: Where Will Happiness Strike Next
  • HBO: True Blood - Immortalize Yourself
  • TED
  • Ford: Doug, the Orange Spokespuppet

Best viral campaign

  • BuzzFeed-Schick: Xtreme 3 Razorbombing
  • USA Network: "Fall of Sam Axe" - Reddit "Ask Me Anything"
  • MTV: VMA Animal Re-Enactments
  • Walgreens: check-ins that make a difference

Boldest social media campaign of 2011

  • Frank Communcations: 9/11 commemoration
  • Governor Buddy Roemer: Twitter candidate
  • VH-1: Do Something Awards - Give a Shit

Disclosure: ClickZ Executive Editor Anna Maria Virzi served as a judge for the Shorty Industry Awards.

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