Twitter is killing the Twitter Awards
Twitter won’t be holding its advertising awards competition in 2017
Twitter’s VP Global Brand & Creative Strategy, Joel Lunenfeld, confirmed on Tuesday May 23rd that the microblogging platform won’t be having its Twitter Awards competition this year.
Here is how Twitter presented the inaugural Twitter Awards:
In 10 years Twitter has grown from a mobile messaging service to the pulse of the global community. It is the live connection to what’s happening. Along the way, advertisers have been disrupting, inventing, and reimagining the marketing playbook. The annual #TwitterAwards recognize these achievements with gold, silver, and bronze trophies in the following categories: live, creativity, impact, scale, and customer. We’ve had hundreds of entries from more than 15 countries. Like Twitter itself, the #TwitterAwards reflect who we are, where we are, and what makes us tick.
The initiative was headed by the Marketing division at Twitter, the one responsible for educating clients — brands, media and creative agencies — about how to use the platform best for commercial purposes.
This decision probably follows the decision from Twitter to turn its focus to live and video. Twitter recently signed partnerships with media companies, such as Cheddar, the NFL or CNN, to create content specifically for the platform and broadcast it live to users.
In the last months, Twitter also saw the departure of several top executives, such as Adam Bain and Ross Hoffman.
The Twitter Awards served as a showcase of best-in-class advertising solutions that could be then presented as a benchmark to other eager advertisers.
The winners were announced on November 10th 2016 during a bizarre awards ceremony streamed live on Twitter during which rapper Vic Mensa freestyled the names of the awarded campaigns.
Facebook also holds its own free-to-entry awards competition. The Facebook Awards (formerly known as the Facebook Studio Awards) distinguish themselves from the competition from Twitter as the awards ceremony takes places in a physical place rather than online. Last year’s winners were awarded at Cannes during the Cannes Lions festival in June.
The inaugural winners of Twitter Awards were :
CREATIVITY CATEGORY
Award: Gold
Campaign: #LiveInTheMovies
Brand: Airbnb
Agency: TBWA\Chiat LA (USA)
Award: Silver
Campaign: #PlayMyTweet
Brand: Footlocker
Agency: BBDO NY (USA)
Award: Bronze
Campaign: Taco Emoji Engine
Brand: Taco Bell
Agency: Deutsch (USA)
CUSTOMER CATEGORY
Award: Gold
Campaign: @AppleSupport Launch
Brand: Apple
Agency: Apple (USA)
Award: Silver
Campaign: #SiqueTuEnvio
Brand: DHL
Agency: Gelattina (Mexico)
Award: Bronze
Campaign: @SG_etvous
Brand: Société Générale
Agency: Société Générale (France)
IMPACT CATEGORY
Award: Gold
Campaign: Hungerithm
Brand: Snickers
Agency: Clemenger BBDO (Australia)
Award: Silver
Campaign: #RedCups
Brand: Starbucks
Agency: Manning Gottlieb (UK)
Award: Bronze
Campaign: Hellmann’s Strangewich
Brand: Hellmann’s
Agency: Weber Shandwick (USA)
LIVE CATEGORY
Award: Gold
Campaign: Ready. Set. Race.
Brand: NASCAR
Agency: Ogilvy (USA)
Award: Silver
Campaign: #PlayMelbourne
Brand: Melbourne
Agency: Clemenger BBDO (Australia)
Award: Bronze
Campaign: Prius Super Bowl Live Tweet
Brand: Toyota
Agency: Saatchi & Saatchi LA (USA)
SCALE CATEGORY
Award: Gold
Campaign: Dear Media
Brand: Dove
Agency: Razorfish (USA)
Award: Silver
Campaign: #DeliveringLiveKumamotoEarthquakeUpdates
Brand: Abema TV
Agency: Cyber Agent (Japan)
Award: Bronze
Campaign: #DayItForward
Brand: Chevrolet
Agency: Carat (USA)
Among last year’s jury members were Per Pedersen (GREY), Frederic Bonn (iCrossing), Ian Schafer (Deep Focus), Carla Eboli (Dieste), Kris Hoet (Happiness), Pierre Lipton (360i) or Tim Allen (Wolf Olins).
