Showtime’s honoring fans in a new and hilarious way. The Shameless Awards, a digital activation to coincide with this year’s season of Showtime’s dramedy, enables fans to celebrate their friends’ shameless behavior. Each a week, a new person is awarded $500 for highlighting such behavior. Week 3 winner, April Dyer, won for “Shameless use of Shameless Awards to award yourself for shameless behavior.” Other awards include: Shameless check-ins to receive lots of badges and discounts, and, Shameless stroking of celebrity egos to get replies on social media. Fans can click on an award and give it to a friend by typing in the friend’s Twitter handle. Seeing as ‘Shameless’ centers on the shameless behavior of Frank Gallagher and how his family must learn to operate around and in spite of him, the Shameless Awards is a great social complement to the show highlighting the importance of rewarding fans.