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11th Annual Shorty Awards Categories


See below for official categories. Entries close and voting ends on February 21st, 2019 at 11:59pm ET.

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.

Disney: Ralph Breaks YouTube

Entered in Real Time Response

Objective

Digitas Singapore has worked with Disney for the past five years, promoting the studio's films in APAC.

In October 2018, while promoting Ralph Breaks The Internet, Digitas spotted an opportunity to create awareness of the film when YouTube literally broke.

Strategy

On October 17th, YouTube went down. Digitas quickly took advantage of the opportunity creating a 'Ralph' themed video poking fun at the service disruption.

Within 30 minutes of the outage our video went live on Facebook, Instagram and Twitter; in Singapore, Indonesia, Philippines, Vietnam, Thailand, and Malaysia.

We also activated our media team to boost the video with a modest budget of $100USD per market.

To further amplify our message we also made sure that the video's post copy mentioned #YOUTUBEDOWN, which was trending worldwide at the time.

Results

Within 10 hours of the YouTube outage our video reached 2.65million people. Some fans even thought that Disney had coordinated the stunt with YouTube.

Our video had an incredibly high engagement rate (40%) and completed view rate (60%), and was retweeted by some notable personalities, including the films' director Rich Moore.

But what we are most proud of is that for such a modest spend ($600USD) we achieved a massive reach, helping Ralph to literally break the internet across APAC.

Media

Video for Disney: Ralph Breaks YouTube

Produced by

Digitas, The Walt Disney Company

Link

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, YouTube, Instagram, Twitch, TikTok, and the rest of the social web.

The Final Entry Deadline is February 21st, 2019