Twitter is giving out awards to marketers it credits with making the best use of the platform.
The award winners were posted on Thursday and gave some insight into what's working on Twitter. These are Twitter's answer to Facebook's yearly awards, which can offer some insights into what campaigns are breaking through, in general, with their creativity.
Twitter awarded brands for posts related to live marketing, which meant seizing on a moment, Twitter's specialty. Other categories included creativity, customer service, impact and scale.
Here are the top winners, according to Twitter.
Nascar took the prize for a live campaign called "Ready. Set. Go," created by @Ogilvy. The real-time component came from promoting the Daytona 500, and Twitter said it set records, giving Nascar 13,000 mentions in a minute on the platform.
Airbnb got the gold for a spot that ran during Oscars coverage on Twitter. TBWA/Chiat Day was behind the creative, and the video generated 1.3 million views. Airbnb didn't even buy TV time during the broadcast.
Twitter is very much focused on building the platform to handle customer relations for brands, which reach out to their consumers and perform troubleshooting. Apple's support team was awarded the gold, and Twitter called @AppleSupport the top account for helping consumers.
Made a mistake while using Calculator? Swipe to delete and keep crunching numbers. pic.twitter.com/K8UN2gour8— Apple Support (@AppleSupport) August 15, 2016
This award was for socially conscious campaigns, and Dove won the category with its "Dear Media" effort, which had a women empowerment message. Razorfish was the agency behind the campaign, and Mindshare, Edelman and VaynerMedia were also credited.
This category was for campaigns that made innovative use of Twitter. Snickers won the gold for an effort it called "Hungerithm," which tapped Twitter's mood. It measured general sentiment across the platform and changed the price of the candy based on people's moods. When mood went down, the price did. Clemenger BBDO was behind the campaign.