Shorty Social Good Awards are open for entries! ENTER BY JUNE 14

2nd Annual Shorty Social Good Awards Categories

Entries for the Shorty Social Good Awards are open now! Official categories listed below.
The early deadline is June 14, 2017.

From the 8th Annual Shorty Awards

Silent Ads

Winner in Facebook

About this entry

Like a lot of brands, Hotels.com uses Facebook to reach consumers. And like all brands that post on Facebook, Hotels.com has to deal with the reality that ads auto-play silently. This poses a challenge to consumer engagement, as video with no sound has much less breakthrough capacity. So, the goal with this Facebook campaign was to create work that could breakthrough the "wall of silence" and improve consumer engagement.

Why does this entry deserve to win?

To break through the "wall of silence", we decided to create work specifically designed for the Facebook silent auto-player. Using Captain Obvious to acknowledge the obvious fact that ads auto-play silently, we made "silent ads" that were able to draw users in. They were invited to engage with the ads and then rewarded when they did.

Results

The result is a campaign with more than 5 million views in the first 3 weeks and thousands of shares and comments. Specifically, the Silent Facebook Ads have generated consumer engagement 5X the average for Hotels.com. And because the ads were first made specifically for the Facebook silent auto-player, the earned media the work has generated has led to millions of more impressions and more consumers engaging with the brand.

Media

Video for Silent Ads

Produced by

CP+B, Hotels.com

Link

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, Vine and the rest of the social web.

The Shorty Social Good Awards will be held October 2017 in NYC, Date to be announced shortly.

Social Good Early Deadline

06 . 14 . 17