THE 14TH ANNUAL SHORTY AWARDS

The Shorty Awards honor the best of social media and digital. View this season's finalists!
From the 10th Annual Shorty Awards

Acer Predator "21X Hunt"

Finalist in Gamification

About this entry

Acer wanted to give away a 21 X – a $9,000 gaming laptop – in a random drawing at an in-person gaming event. We saw it as an opportunity to engage with a traditionally marketing-averse audience on a larger scale, encouraging interaction, collaboration, and tapping into their competitive spirit. Our client had one request: get more than 2,000 people to engage in our activation – the number of people at the in-person event – and they would be happy.

Why does this entry deserve to win?

To win the epic Predator 21 X, we asked participants to answer a series of challenges—brain teasers designed specifically for the activation. 21 challenges were released over 21 days. Participants searched far and wide across the internet to uncover hints and solve challenges ranging in difficulty.

To spark community engagement and elevate the Predator brand, we executed an integrated campaign across social, display, influencer partnerships, and more. These multiple touchpoints allowed Acer to reach a traditionally skeptical audience on channels and sites they frequent, such as Twitch and Twitter.

Results

In the end, we went way beyond the 2,000 participants the client asked us to attract—295k+ participants, 89k+ entries, 178k+ visits to the site, 223k+ engagements, 9 minutes average time on site, 90% positive social sentiment, 1.5M video views, and 31.3M impressions—resulting in the most successful Predator brand engagement ever.

Media

Video for Acer Predator "21X Hunt"

Entrant Company / Organization Name

Rational, Acer

Link

Entry Credits