THE FINAL DEADLINE FOR BRANDS & ORGS IS THURS FEB 22 ENTER NOW

10th Annual Shorty Awards Categories

Entries for the Shorty Awards are open now! Official categories listed below.
The late entry deadline is February 22, 2018

Brands & Organizations

The Shorty Awards honor the talented agencies, brands, and industry leaders behind the best and most innovative work on social media channels, campaigns, websites and applications.

The Gifted “Unleash Your Power” Telekinesis X-Perience

Entered in Location-Based Experience, Physical & Digital

Objective

In the lead up to the highly-anticipated new X-men series, The Gifted, FOX created a gravity-defying OOH promotional installation. Taking inspiration from a scene in the pilot where two siblings test their mutant powers on a vending machine, we helped users channel their hidden telekinetic mutant powers to control a one-of-its-kind gesture controlled vending machine. The goal: build an interactive experience that resonated with our core fan base, but also captivate a new audience.

Strategy

The interactive vending machine leveraged motion gesture controls via Microsoft Kinect to replicate telekinetic powers that raised a vending machine mid air. Brand ambassadors played a key role, coaching users through the experience and helping them discover, harness, and control their powers. An ancillary application was also created to record users at key moments during their experience. The recorded videos could then be shared across social media to amplify excitement ahead of the series premiere.

Results

Fans lined up with excitement to unleash their power. The campaign raised awareness of the series ahead of its debut achieving over 1.9 million digital and physical impressions with activations at The Grove in LA as well as Times Square and Comic Con in New York City.

Media

Video for The Gifted “Unleash Your Power” Telekinesis X-Perience

Produced by

FOX Broadcasting Company

About the Shorty Awards

The Shorty Awards honor the best of social media.

Millions of people participate in The Shortys to recognize individuals and organizations producing great content on Twitter, Facebook, Tumblr, YouTube, Snapchat, Instagram, YouNow, Musical.ly, and the rest of the social web.

The 10th annual shorty awards will be held april 15th, 2018 in new york city

final Deadline for Brands & Organizations

02 . 22 . 18