CONGRATS SOCIAL GOOD WINNERS! see the list

10th Annual Shorty Awards Categories

Entries for the Shorty Awards are open now! Official categories listed below.
The early entry deadline is November 30, 2017

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.

From the 8th Annual Shorty Awards

PlayStation: Happy Birthday PewDiePie

Finalist in Influencer & Celebrity Campaign

About this entry

To create a viral moment for the PlayStation brand.

Why does this entry deserve to win?

In case you're not "hip" and "with it", PewDiePie is a Swedish-born game reviewer who also just so happens to have 40+ million subscribers and 10 billion + views, making him the biggest star on YouTube ever. Ever.

We identified his birthday as the perfect opportunity to create a viral moment for PlayStation. So we baked PewDiePie a cake and hid a one-of-a-kind, hand-painted DualShock 4 controller inside.

PewDiePie discovered the cake and made a video about the controller to the tune of 3.2 million views. We organically trended on Facebook for an entire day and got press coverage on everything from Entertainment Weekly to Polygon. All with zero media dollars and zero talent costs.

Is there anything cake can't do?

Results

PewDiePie's organic video of our cake and controller earned over 3.2 million views. We trended all day on Facebook and received press coverage on everything from Entertainment Weekly to Polygon. All with Zero media costs and zero talent costs.

Media

Video for PlayStation: Happy Birthday PewDiePie

Produced by

DigitasLBi San Francisco, PlayStation

Entry Credits

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 in April 2018 in NYC.