12th Annual Shorty Awards Categories

The final deadline to vote for your favorite nominee or to enter your brand or organization was on Thursday, February 20th, 2020.


Honoring the most notable and viral influencers and creators from 2020. See below for official categories.

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.

The Crash Sale

Finalist in Retail & E-Commerce, Contest or Promotion, Spokesperson

Entered in Multi-Platform Campaign, Real Time Response


Originally an Amazon-only holiday, Prime Day has become one of the biggest shopping events of the year, driving millions in sales for Amazon with other retailers jumping into the fray. Knowing that competitors would also be capitalizing on this day, eBay challenged us to develop a plan for Prime Day – inclusive of video, PR, digital and social components – that would set eBay apart, steal share of voice and have prospective customers shop them over the competition.

Our communication objectives:

We looked at the cultural context, headlines and social conversations surrounding Amazon and last year’s Prime Day to highlight eBay’s points of differentiation and build our story. We found that while nearly everyone shops Amazon, negative consumer sentiment with the world’s number one retailer had been steadily growing.


On Amazon’s biggest day and the days leading up to it, we planned for eBay to crash the party and break through the Prime Day noise by playfully serving deals on what shoppers really want.

The big idea: The Crash Sale

What it is: An irreverent sales event inspired by Amazon’s site crash during last year’s Prime Day, offering deals on items and brands shoppers actually, with even greater deals to be unlocked if Amazon’s technical issues struck again.

The Crash Sale received the support of the eBay US Comms, Marketing and Digital teams and was adopted by their teams abroad. Here’s how we brought it to life through earned, social and onsite at


eBay successfully disrupted Amazon Prime Day by stealing the spotlight with the Crash Sale and Honest Alexa video, and giving shoppers an underdog to root for. By trolling Amazon in a light hearted way and offering deals on stuff shoppers actually wanted, eBay saw 70% more searches on and over 6 Billion earned media impressions, as illustrated below.




Video for The Crash Sale

Produced by

Edelman, eBay

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 12th annual shorty awards will take place on may 3rd.