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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 9th Annual Shorty Awards

Call of Duty®: Infinite Warfare - Snapchat Zombies Karaoke

Finalist in Entertainment, Snapchat Presence, Snapchat, Snapchat Filter/Lens

Entered in Humor

About this entry

Normally, Call of Duty Zombies is marketed by one gameplay trailer that shows the best moments of the game. However, those trailers only appeal to a hardcore audience, most of whom are already fans. Our objective was to break the traditional format and introduce it to mainstream culture and ultimately build a brand new fan base.

Why does this entry deserve to win?

This year's zombies mode, set in a 1980's theme park had something for everyone. It was a mental mash up of neon lights, throwback characters, a killer 80's soundtrack and even breakdancing zombies. So we took these ingredients to the place they could stand out best - Snapchat.

We leaned into the most potent theme: music, to develop a first of its kind Zombies Karaoke lens. With the raise of an eyebrow you became instantly zombified. Then, "Relax" the hit track from Frankie Goes to Hollywood started playing, allowing users to sing into a microphone. People around the world could instantly become undead front men.

Results

ATVI's goal was 10MM uses of the filter. But in 24 hours we quadrupled that goal, turning over 40MM people into karaoke zombies and garnering 62.7 million engagements.

Media

Video for Call of Duty®: Infinite Warfare - Snapchat Zombies Karaoke

Produced by

72andSunny, Activision

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.