ENTER THE 2021 SHORTY IMPACT AWARDS

Previously known as the Shorty Social Good Awards, the Shorty Impact Awards is an awards program created to raise global awareness around the positive impact brands, agencies and non-profits can have on society.

Social Campaigns

Community

Arts & Culture

Civic Engagement

Disability Awareness

Diversity, Equity & Inclusion

Gender Equality

Education & Community

Financial Literacy

Public Safety

Youth & Family

Environment

Conservation & Preservation

Sustainability & Renewable Energy

Social & Racial Justice

Animal Rights & Welfare

Humanitarian Aid & Developing Nations

Social Justice & Human Rights

Racial Justice

Veteran & Service Support

Health & Wellness

Fitness & Nutrition

Mental Health

Public Health

Reproductive Health

Grassroots

Grassroots Efforts

Self-Defined (Social Campaigns)

Self-Defined

Social Presence

Single-Platform

Clubhouse

Discord

Facebook

Instagram

LinkedIn

Pinterest

Reddit

Snapchat

TikTok

Triller

Tumblr

Twitch

Twitter

YouTube

Multi-Platform

Multi-Platform

Emerging Platform

Emerging Platform

Social Hit

Single Post or Activation (viral)

Clapback

Social Engagement

Community Management

Community Management

Engagement Tools

Access & Rewards

Call to Action

Chatbots

Contests

Gamification

Polls & Surveys

Integrated Experiences

Fundraising

Live Events

Shopping

Television

Real Time Response

Real Time Response

User Generated Content

User Generated Content

Self-Defined (Social Engagement)

Self-Defined

Social Partnerships

Brand Partnership

Celebrity Partnership

Entertainment Partnership

Influencer Partnership

Non-Profit Partnership

2021 SHORTY PHENOM AWARDS

Previously known as the Shorty Social Good Awards, the Shorty Impact Awards is an awards program created to raise global awareness around the positive impact brands, agencies and non-profits can have on society.

Individuals

Account Management

Analytics

Animation

Art Direction

Brand Marketing

Campaign Management

Communications

Community Management

Copywriting

Creative Direction

Culture

Data Analysis

Design

Editing

Illustration

Partnership Management

Photography

Production

Project Management

Public Relations

Research

Sales

Strategy

Talent Management

Self-Defined

Team

Account Team

Analytics Team

Client Team

Communications Team

Community Team

Content Team

Creative Team

Culture Team

Design Team

Legal Team

Marketing Team

Partnership Team

PR Team

Production Team

Research Team

Sales Team

Social Media Team

Strategy Team

Video Team

Self-Defined

Leader

Account Team Leader

Analytics Team Leader

Client Team Leader

Communications Team Leader

Community Team Leader

Content Team Leader

Creative Team Leader

Culture Team Leader

Design Team Leader

Legal Team Leader

Marketing Team Leader

Partnership Team Leader

PR Team Leader

Production Team Leader

Research Team Leader

Sales Team Leader

Social Media Team Leader

Strategy Team Leader

Video Team Leader

Self-Defined

Voice

Clubhouse Voice

Discord Voice

Facebook Voice

Instagram Voice

LinkedIn Voice

Pinterest Voice

Reddit Voice

TikTok Voice

Triller Voice

Tumblr Voice

Twitter Voice

YouTube Voice

From the 11th Annual Shorty Awards

Xbox Game Pass Social Launch Video

Finalist in Medium-Length Video

Silver Distinction in Twitter Video

About this entry

Launch brand new social channels for Xbox Game Pass....with a bang.

Historically, the Facebook, Twitter, and Instagram feeds for Xbox have been the primary source for Xbox fans to get news and announcements. When we were tasked with launching new social channels for Xbox's subscription gaming service, Xbox Game Pass, this offered a unique challenge to differentiate ourselves and speak to a more specific audience in a different kind of way.

We needed XGP's voice to not only be set apart from Xbox, but still fit within the overall Xbox/Microsoft ecosystem AND also be unique enough to build MASSIVE brand affinity with fans, both current and new.

Why does this entry deserve to win?

We knew the key to crafting a unique tone and voice lied in knowing who we were talking to. Our audience wasn't just gamers—it was gamers that were tired of being sold to and internet lovers that ranged from playing casually to living and breathing games daily. So, we took great care in making sure our launch initiative distanced ourselves from typical advertising and to reflected their unique voices and interests. This meant parodying overly sales-y ads, and diving into the depths of pop and Internet culture while merging those worlds with the fun, weird, and awesome gaming culture our community is based in.

Most of all, this meant not taking ourselves too seriously: we had to be fun in an honest way.

LAUNCH VIDEO

To kick off our Twitter channel, we made a 🔥 SPICY 🔥 video meant to quickly convey what we were about to fans. Taking inspiration from the tropes of late-night informercials, the video starts with a montage of three people experiencing different stages of a common problems: fatigue from your game collection and existential crisis.

What follows is a glorious dive into the absurd as we present Xbox Game Pass as THE miracle cure-all for this truly dire problem. With quick cuts of gameplay from some of the most popular titles, fans were treated to a taste of our library. And to ensure XGP's brand tone tapped into the humor, zaniness, and self-awareness of gaming culture as much as possible, we used only stock footage and music (the more absurd, the better).

The result was a 1-minute, 28-second-long video that announced the new social presence of Xbox Game Pass and let everyone know that we were here and going to do things a bit differently.

Results

Within the first 24 hours, our video received over 100,000 views (not bad for a channel that just launched that day with 0 followers).

But it wasn't just the numbers we were excited about; there was also a lot of love from the press, including spotlights from Adweek, Ad Age, Fast Company, and The Drum.

And while numbers and press pick-ups are awesome, we were most thrilled with the overwhelming support from the community. From quotes like "this was upsettingly amusing" to "Best commercial spot for xbox product ever", it was clear our video struck a chord. We'd accomplished exactly what we set out to do: craft a brand tone that was, yeah, off-the-wall and absurd, but—most importantly—very much its own thing.

Media

Video for Xbox Game Pass Social Launch Video

Produced by

Ayzenberg, Microsoft

Links

Entry Credits