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.

Xbox Elite Controller Campaign

Entered in Multi-Platform Campaign

Objective

Drive increased purchase intent and positive sentiment around the Xbox Elite controller during the weeks in December 2016 leading up to holiday. With previous content underperforming and level of discussion stagnant, we aimed to improve conversation levels/volume across social media and ultimately drive increased purchase during the competitive holiday time frame.

Strategy

Visually present the Xbox Elite controller as meticulously designed and finely tuned, reinforcing that this premium accessory is the ultimate in gaming equipment and a necessity for any competitive player.

Utilize a schematic style to accentuate intricate details that set this controller, and those who use it, apart. Incorporate specific AAA titles in a serious of content that lives across Xbox owned social in a channel optimized and conversation driven manner that will ultimately highlight how this controller provides the definitive multiplayer edge.

Creating content organic to and exclusive for each social channel was an absolute necessity to ensure we didn't oversaturate the channels and cause negativity due to community exhaustion.

Results

Showcasing unique visuals and macro photography on Instagram allowed us to activate that highly engaged community in an organic manner, vastly raising awareness and general excitement around the Xbox Elite controller.

Paired with more purchase driven content on Facebook and Twitter, we were able to utilize the entire Xbox social ecosystem to first drive excitement and then push through to purchase with far above average click through rates (+53% FB; +7% TW), viewership, (+102% FB; +825% TW) and over 8.5 million total impressions.

Media

Produced by

Ayzenberg, Xbox

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, Vine and the rest of the social web.

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