CONGRATULATIONS BRAND & ORGANIZATIONS WINNERS! see the list

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.

Subway Reads

Winner in Books & News

Audience Honor in Books & News

Objective

The aim of New York City's annual Subway Reads campaign—to offer free reading material to commuters while also raising funds to promote literacy—is one ATTCK takes to heart. Due to the unique demands of use on the subway, the project demanded an intuitive user interface and lightning-fast speed.

Strategy

Subway Reads presented numerous technical challenges. Since the tunnels between NYC subway stations don't offer Wi-Fi access, the website for Subway Reads needed to load instantly, allowing users to download books before their train takes off. We employed a high-performance, optimized installation of WordPress to quickly serve heavily compressed images, scripts, styles, and HTML markup. The reduce load time even further, we avoided third-party JavaScript frameworks altogether.

Using technologies like local storage and cache manifest—just a couple of the different JavaScript and web browser technologies used for this purpose—we produced a progressive web app, or PWA, that loads nearly immediately and downloads itself to users' devices. Once downloaded, the app can be accessed online and still maintain functionality. Once you've got it, you've got it anytime.

Last, publishers provided content in a variety of formats that ultimately had to be unified. Through a combination of automated and manual processes, we transformed all of the books into clean, semantic HTML.

Results

We tested for high-traffic expectations by independently load-testing the site to ensure support for up to a million users—50,000 of them concurrent at any given time. And we passed with flying colors, scoring a perfect 100 on Google's benchmark PageSpeed Insights test.

Since the launch of the campaign, the site has drawn approximately:

• 544,000 pageviews
• 305,000 sessions
• 167,000 users

Media

Video for Subway Reads

Produced by

ATTCK, Literacy Partners

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 11th annual shorty awards will be held may 5, 2019 in nyc.