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

Special Project

Special Project
From the 11th Annual Shorty Awards

Disney: Ralph Breaks YouTube

Audience Honor in Real Time Response


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 and Execution

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.


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.


Video for Disney: Ralph Breaks YouTube

Entrant Company / Organization Name

Digitas, The Walt Disney Company


Entry Credits