THE 14TH ANNUAL SHORTY AWARDS

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

Special Project

Special Project NEW!
From the 12th Annual Shorty Awards

YouTube Rewind 2019: Offroad Meme

Finalist in Meme

About this entry

YouTube Rewind 2018 was the most disliked video on YouTube and the social response was “cringey.” In 2019, they needed a new approach to excite fans and one that could scale globally.

Why does this entry deserve to win?

We recognized last year’s misstep in a lo-fi, no fanfare fashion by combining the data to establish ground rules. 

Our first post had to:

  1. Nod to the past: acknowledge last year’s Rewind failure

  2. Not 2018: Indicate this year is different from the jump

  3. Self-aware: reflect this tone throughout 2019

  4. Lo-fi: 2019’s Rewind video is lo-fi and so should the social media approach

  5. Generate excitement. (Period)

Results

The social tease phase strategy over-performed during its 2-day period, driving unprecedented excitement and positive sentiment for 2019’s Rewind ahead of its launch.

Media

Entrant Company / Organization Name

GLOW, YouTube

Link

Entry Credits