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

Special Project

Special Project
From the 10th Annual Shorty Awards

The Defenders

Finalist in Tumblr Presence

About this entry

Tumblr continues to be a fan-driven medium. How does one layout easter eggs and world-expanding content organically?

Why does this entry deserve to win?

The Defenders' Tumblr extended the in-world newspaper seen in each of Netflix's Marvel shows into an easter-egg laden digital destination full of articles relating to the events of the shows, tabloid front pages seen in the individual series, original in-world video content, and much more. A one-off reference to a pizza delivery place got a banner ad on the site redirecting to the take-out menu, with a working phone number where fans left voicemails ultimately used in a commercial. The day before launch, a Midtown high-rise posted a "Now Leasing" ad (which was promptly revised to "No Longer Available" when the building was destroyed on the series' climax). For Punisher, a viral easter egg seeded via Daredevil's social channels enabled eagle-eyed fans to access the newspaper's backend to discover a treasure-trove of conspiracy content.


Each site update drives countless articles on fan sites as superfans dissect and explore the latest edition of their favorite, fan-first Tumblr. The New York Bulletin launched with The Defenders, updated throughout The Punisher, and has no plans for slowing down through the new seasons of Netflix's street level vigilantes.


Entrant Company / Organization Name, Netflix


Entry Credits