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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.

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From the 12th Annual Shorty Awards

Hulu's Dollface Girl Power Up Mobile Game

Finalist in Entertainment Apps

About this entry

Never leave a girlfriend behind! Girl Power Up brings audiences into the wonderfully weird world of Dollface, reminding you that good friends are all a girl needs. For season 1 of the original series, Hulu showed us the true power of the ‘Girl Code’ through experiential opportunities that blend feminine forward fantasy with #realworldproblems. 

Girl Power Up looked to accomplish three primary goals:

1. Educate: Introduce audiences to the relatable characters, relevant themes and a compelling story that make Dollface a must-see.

2. Differentiate: In a world crowded with content, amplify the perfectly imperfect friendships, unapologetic female realities and comedic surrealism that make the show stand out.

3. Engage: Build an engaged community through a gamified experience that allows audiences to become a part of the narrative.

Why does this entry deserve to win?

We’ve all been there: That one crazy party where you lose sight of your buzzed bestie. This relatable moment is what grounds the game for audiences and connects them to the Dollface storyline.

Using select scenes from the episodes, players get to know the main characters, game setting, and final goal of becoming the ultimate wingwoman. 

Reflecting the surreal and emotional journey of Dollface, the Girl Power Up experience elevates the physical and conceptual elements of the show. Find your friend by picking up the personal items they drop in their wake (driver’s license, cell phone, sunglasses) while avoiding the physical manifestations of everyday issues (toxic relationships, emotional baggage, texts from your ex).

True friends build you up when you’re crushing it, but keep it real when you need some tough love. Girl Power Up is no different. Through voice-over cues sourced from the show, players get live feedback from Jules, Stella, Madison, and Izzy through action-specific cues as you rack up points or get left in the dust.

Did you have what it takes to track down Stella? Outcome-specific scenes offer a payoff clip from the show reflecting if players have saved the night by finding Stella, or if she has taken off and the search must continue in repeat play.

Go beyond the game with exclusive media and social experiences all accessible via in-game menus. Can’t get enough of Jules and the gang? Then get ready to smash that Like button when you watch the Season 1 trailer! Make sure to check out more amazing content and show updates by following Dollface on Twitter and Instagram. Ready to take the relationship to the next level? Gain direct access to the entire first season of Dollface only on Hulu.

Results

Served exclusively via Instagram Stories and shared by talent social accounts, Girl Power Up saw an average retention time of 2 minutes and 37 seconds with a bounce rate of 10.4%. 1.7k unique users enjoyed Girl Power Up from 11 countries around the world. All metrics have been recorded as of February 2020.

Media

Video for Hulu's Dollface Girl Power Up Mobile Game

Produced by

This is Tommy, Hulu

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Entry Credits