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Special Project

Special Project
From the 10th Annual Shorty Awards

Baywatch - #SlowMoChallenge

Entered in User-Generated Content


How sloooooow can you go? Paramount Pictures' Baywatch asked this question by kicking off the first ever #SlowMoChallenge! This UGC contest challenged fans to show off their best slow motion run on socials for a chance to win a trip to the film's premiere!

Strategy and Execution

Paramount Pictures, Droga5, and Digital Media Management hosted the world's first-ever live Slow Mo Marathon event, along with its exciting social media counterpart, the #SlowMoChallenge user generated content contest. Thousands of participants ran (in slow motion!) a .3K "marathon" in downtown Los Angeles, using every ounce of training they've ever had to finish dead last. The cast of Baywatch was present to judge the runners on style, finesse, and speed (or lack thereof).

But what if you couldn't make it to LA for the big race? Don't worry slowpokes, Paramount Pictures and the Baywatch cast had you covered! The event was broadcast via a multi-camera Facebook Live feed, which was hosted by Entertainment Tonight's Kevin Frazier. Frazier provided online viewers with intense and witty commentary, as well as exclusive interviews with the all-star cast.

After the live activation, Dwayne Johnson, Zac Efron, and the rest of the cast kicked off the official #SlowMoChallenge digital UGC contest, encouraging fans to film themselves doing their best Baywatch-style slow motion run, and then upload the video to their socials using the tag #SlowMoChallenge. The best fan submissions were then viewed and judged by Dwayne Johnson himself, who selected one lucky winner to attend the Baywatch World Premiere in Miami!


The digital UGC activation of the #SlowMoChallenge was a runaway success! Posts from the film's official channels and talent generating over:

And fan submissions for #SlowMoChallenge were no slouch either, generating over:


Video for Baywatch - #SlowMoChallenge

Entrant Company / Organization Name

Digital Media Management, Droga5, Paramount Pictures


Entry Credits