entries for brands and orgs open now enter

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

Skipping Ads

Gold Distinction in Branded Content

Audience Honor in Branded Content

About this entry

Hotels.com is the obvious choice for booking hotels and in the US they have been using their biggest fan, Captain Obvious, as an obvious-speaking brand advocate. In mid-2016 we took Captain Obvious across the pond and introduced him to the awesome people of Great Britain. It's actually not a pond, it's an ocean.

Why does this entry deserve to win?

"People don't want to watch ads online, so they don't… they skip them"

Captain Obvious

Ignoring a commercial online has never been easier. All the viewer has to do is press 'skip ad'. But Hotels.com wanted to make sure people weren't going to skip Captain Obvious' big UK introduction, so with the help of Channel 4 we got Captain Obvious to skip the ad instead… literally… using a jump-rope.

We filmed our launch commercial twice. One like normal, with no jump-rope in sight. And another in which everyone is skipping. So when the viewer was served our ad on Channel 4's VOD platform and pressed 'skip ad', the video switched seamlessly to our skipping version of the ad. They could also un-skip too. Turning the button you press to ignore an ad, into the button you press to engage.

Results

In the first week, the 'Skip Ad' collected more than 400 thousand impressions on the Channel 4 video-on-demand channel and reached an engagement rate of 34%. Overall 'Skip Ad' was skipped over 200k times.

Media

Video for Skipping Ads

Produced by

CP+B London , Hotels.com

Link

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.