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9th Annual Shorty Awards Categories

All finalists have been announced, stay tuned for more updates about the 9th Annual Shorty Awards on April 23, 2017

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.

"Stop Motion Experience"

Gold Distinction in Live Events

Objective

During 2016, we partnered with AT&T to create authentic social media conversation through unique eye-catching content for fans to share at AT&T's largest entertainment events including the College Football Playoff National Championship, AT&T Playoff Playlist Live!, NCAA Final Four, AT&T Block Party, NCAA Frozen Four, and College World Series, among other AT&T sponsorship events.

Strategy

To achieve AT&T's objective of generating unique content and fan conversation around their largest sports & entertainment events, we partnered to create the first ever stop motion photo booth, utilizing the talent of two of social media's most well known stop motion creators, Jack Bethmann "GentlemanJACK" and Dylan Blau.

Using tripod mounted smartphones and event specific props, Jack and Dylan directed event attendees through the making of a stop motion video. Once videos were completed, they were immediately posted to an event Vine account and delivered to fans to share on their personal social channels. Select attendees and celebrity stop motion videos were chosen to be featured on the video boards at the 2016 Men's NCAA Basketball National Championship, AT&T Block Party, College World Series, and the NCAA Lacrosse Championships.


To foster additional reach and engagement, we partnered with athletes and celebrities such as Shaquille O'Neal, Scottie Pippen, The Band Perry, Paul Rabil, and John Buccigross to create stop motion videos in conjunction with the live on-site video studio.

Results

Throughout the program, we worked with AT&T to create over 2,000 videos for fans and garnered 1.8 million loops on Vine. Countless additional impressions were generated from fans sharing their videos on personal Facebook, Instagram, and Twitter accounts across 8 AT&T events. Videos were featured in Vine's official "College Championships" channel during the National Championship and SEC Championship.

Media

Video for "Stop Motion Experience"

Produced by

Murph Media, AT&T

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, Vine and the rest of the social web.

The 9th Annual Shorty Awards were held April 23, 2017 in NYC and streamed to the public.