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.

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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

ZOMBIELAND: DOUBLE TAP Instagram Feed Illusion

Finalist in Instagram Video

About this entry

As you scroll through Instagram be careful because the ZOMBIELAND: DOUBLE TAP cast might invade your feed! To get Instagram users to engage with the movie, we created a surprise experience where the video alters the feed and the cast interacts with your world.

Why does this entry deserve to win?

Understanding user behavior on Instagram, we built an experience integrating features native to the social platform. To keep users engaged with the video content, we created an illusion of a scrolling feed as if the ceiling was closing in on the ZOMBIELAND: DOUBLE TAP cast. Jesse Eisenberg helps push the video back up to fill your screen and Emma Stone encourages followers to “double tap” to show some love. Abigail Breslin shows you how by breaking through the video to like the post herself.

Results

Fans showed ZOMBIELAND: DOUBLE TAP the love. The video spread like the zombie apocalypse and reached a larger audience beyond just the movie and Sony Pictures’ followers. With a strong share rate, over 35% of the post’s reach was generated from this outside audience. Garnering over 1 million impressions, the video became one of Sony Pictures Instagram handle’s highest performing organic posts to date.

Media

Video for ZOMBIELAND: DOUBLE TAP Instagram Feed Illusion

Produced by

Sony Pictures Entertainment

Link