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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

You’ve Been Visited

Entered in Call to Action

About this entry

Our goal was the generate social engagement and reach on Sonic's wildly popular Twitter account by prompting fans to share a post that spoke to the absurdity that has made Sonic's Twitter account such a tour de force. This was more than just about engagements, it was about sharing—and we knew that we couldn't just simply ASK our followers to retweet a post. We had to speak their language while providing them with something they felt compelled to share.

Why does this entry deserve to win?

We zeroed in on a classic trope from the Sonic the Hedgehog series—where gathering all 7 Chaos Emeralds prompts Sonic to undergo a 'super transformation' that turns him yellow, gives him the ability to fly, and makes him invulnerable.

Our solution? Use a CTA that stood out from the noise and was itself a parody of spam, chain emails, and social media comment section nonsense—all familiar to our social media-savvy audience:

"You have been visited by the seven chaos emeralds. You will go through a super transformation, but only if you retweet."

This tongue-in-cheek approach gave Sonic Twitter fans a fun reason to activate and immediately retweet the post as an acknowledgment and approval of the inside joke they now shared with each other, and the official Sonic the Hedgehog Twitter account. The CTA was paired with a simple animated GIF of all 7 Chaos Emeralds glowing together. Are we feeling a super transformation yet?

Results

The results were staggering. The tweet garnered over 15,000 RETWEETS and 10,000 LIKES, making it one of the highest performing tweets in the Sonic's notorious social media history and one of the most retweeted brand tweets of the year.

All with zero paid media.

Produced by

Ayzenberg, SEGA of America

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.