The 14th Annual Shorty Award winners are here! View the full list.

THE 14TH ANNUAL SHORTY AWARDS

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

Peacemaker's #ArbitratorofPeace

Finalist in Hashtag

Objective

Everyone likes to fight on the internet, amirite? So what better use for a hashtag then to bring people peace?! Or at least in Peacemaker’s case, an ATTEMPT at peace. To eventize the series premiere of Peacemaker on HBO Max, our goal was to create a moment for elevated engagement, “resolving” fan-submitted arguments and settling their petty disputes, all in Peacemaker’s trademark voice and, uh, expertise.

Strategy

We invited audiences to reply with #ArbitratorOfPeace + a personal example disagreement to be arbitrated by Peacemaker himself. The promoted tweet was published by HBO Max and promoted to key audiences. We then kicked off the activation with a video intro from Peacemaker himself several days before premiere, and the cries for help came pouring in.

On premiere day of the series, Peacemaker took the time to respond to the issues from the hashtag, with unique and individualized responses to each.

Results

Overall Results:

15,510,489 Total Impressions (...that's more than 2x the population of Peacemaker’s home state of Washington)

Our call-to-action video featuring Peacemaker himself accumulated more than 4.8M views, 219K impressions and 14K engagements. Thousands of fans and foes wrote in with their petty a$$ quarrels, asking us to settle heated debates like how to correctly pronounce “Reese’s” or which toppings actually belong on a pizza. 

Once premiere day arrived, it was time to lay down some peace. That morning we crafted 40 unique responses to the most pressing arguments, and our advice did not disappoint. Our responses amassed 410K+ organic impressions and 18K organic Engagements. Consider these disputes arbitrated.

Media

Video for Peacemaker's #ArbitratorofPeace

Entrant Company / Organization Name

Digital Media Management, HBO Max

Links

Entry Credits