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

Xbox Awkward Monkey Meme

Winner in Meme

Audience Honor in Meme

Objective

For gamers, the summer of 2020 was full of anticipation. Both Xbox and PlayStation would soon be releasing their next generation of consoles. After the announcements of the Xbox Series X and PlayStation 5, fans spent months speculating about the two consoles, digging for more information on the release dates and prices, and predicting the companies’ next moves. Rumors had been circulating that Xbox was creating a second next-gen console—a more affordable companion to the Xbox Series X—but no information had been officially released.

Then, on the night of September 7, the Internet began to buzz.

Images and videos of the second console had leaked online. The Xbox Series S was originally meant to be revealed as a disruptive surprise later in the year, but its name, design, key features, and price were now in the hands of the Internet. Everyone from ordinary Twitter users to tech publications began to talk excitedly about the leak.

Our carefully guarded secret had been set loose into the world, forcing us to throw months of planning and preparation out the window. Rather than controlling the conversation about our console, we were watching the conversation unfold without us!

New generations of gaming consoles only come out once every seven years, so we urgently needed to take charge of the discussion and make this moment our own.

Strategy

Two hours (and many approval emails) later, we had a plan.  Rather than ignore it, we acknowledged it with the classic ‘monkey man’ meme to break into the conversation, and moved quickly with the wider Xbox marketing team to officially announce it.

Our first task was to acknowledge the leak, frankly and directly. We needed something funny. Something simple. Something to convey our true and honest feelings.

Nothing captured these feelings better than the “monkey man” meme that had become popular on the Internet. This two-frame sequence of a puppet looking toward the camera, then away, had already been deployed to convey discomfort or embarrassment about topics ranging from birthdays to Game of Thrones, and it seemed to perfectly encapsulate our reaction to the leak.

We decided to post the meme completely unadorned—no copy, no embellishments. Anyone who had been following the gaming news would instantly know what it referred to. The post went up at 11:07 PM.

Without using a single word, this simple image worked to:

After posting the meme, we followed up with an official confirmation of the name, design, and price of the console, then promised fans we’d share more information soon. By taking these steps, we drew attention back to Xbox as the source of official details and generated more excitement about the details that were yet to come. 

In the morning (when more of the world was awake), we capitalized on the momentum created by our meme and confirmation to fully reveal the details of the Xbox Series S, with a hero video we’d been saving for later date. We went from leak – to awkward monkey meme – to full official reveal (with price) in 5 hours.

Results

Thanks to a single wordless Tweet, what was originally a devastating leak turned into a viral brand moment in less than 24 hours.

Xbox’s awkward monkey post fueled a massive amount of earned media and was highlighted by outlets such as Adweek, The Verge, Forbes, IGN, TechRadar, Ars Technica, and GameSpot. It was even used by the University of Texas’ Moody College of Communication as a lesson to students in advertising.  

Additionally it earned us some record breaking organic numbers:

Planning made this possible – reactivity helped us move fast, flexibility meant we could change course, willingness to be part of the conversation got us tons of goodwill – and paying it off gave us back control of the narrative.

Media

Produced by

Ayzenberg Group, Inc., Xbox

Links

Entry Credits