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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

ThinkPad Torture Test with Rahzel

Entered in Creative use of Technology

About this entry

The request was simple, take the rough, tough Lenovo ThinkPad X1 Yoga Laptop and prove just how durable it really is.

So naturally we beat up a Laptop. To the Beat. We took the rough, tough Lenovo ThinkPad X1 Yoga Laptop. Added the Godfather of Noise: Rahzel. And tossed in 7 extreme torture tests and an original beatbox track by Rahzel. In the end, we had a music video and product demo in one.

Why does this entry deserve to win?

To do this, we narrowed our focus onto 7 extreme torture tests. We worked with Rahzel to come up with a base track for the entire video, as well as all the sound effects for each torture test. Once we had the track, we put the laptop to work, putting it through extreme torture while the track played. The final video lived cross-platforms with a variety of extensions to surround it.

First, we teased the content on social with images of the beat up laptop and asked our audience to "Guess what happened". We chose the best answers and created Gifs of those responses to share back with our audience.

Then we created a video of Rahzel receiving the beat-up laptop and turning it on. Once he did, you heard the base track playing and we teased that the final video was coming.

Lastly, we posted the final video to social so our audience could see the end product, along with behind the scenes footage.

Results

In the end, we reached close to 2.6M people and had approximately 1M in reactions, comments and shares. This video was the first of its kind for their internet decision maker community and based on the results, it was certainly well recieved.

Media

Video for ThinkPad Torture Test with Rahzel

Produced by

Erwin Penland, Lenovo

Links

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.