THE 14TH ANNUAL SHORTY AWARDS

The Shorty Awards honor the best of social media and digital. View this season's finalists!
From the 14th Annual Shorty Awards

Unfolding Timbaland

Winner in Artificial Intelligence

About this entry

For the launch of the flexible, foldable Samsung Galaxy Z Series, we partnered with multi-platinum hitmaker Timbaland to remix the idea of a typical phone launch. With over 600 new mobile device launches every year, we knew we needed to stand out from the crowd. Specifically, we set out to showcase the versatility and endless possibilities with the Samsung Z series and measured success against share of conversation and engagement on Twitter, the selected platform for the campaign.

Why does this entry deserve to win?

To show how the Samsung Galaxy Z Series’ innovative form factor remixes your online life, we had the iconic producer write an original track – designed to be remixed infinitely. We built a music-composing A.I. bot, trained it on Timbaland’s biggest hits, and used machine learning to teach it to ingest, interpolate, and synthesize. Then, we gave our beatmaking bot the keys to Verizon’s Twitter account.

All fans had to do was Retweet Verizon’s post and the A.I. would scan their profiles for public data to integrate into a piece of personalized, dynamic content. In reply, each fan got their own custom version of the song in a music video featuring personal shoutouts, bespoke beats, and location-specific callouts.

Results

It was a truly epic drop – bringing Verizon and Samsung Galaxy Z Series to top of mind, garnering 97% positive sentiment, #1 share of conversation for the first 48 hours, 6,000+ custom remixes and 99.6% of all mentions on @SamsungMobileUS at launch.

Media

Video for Unfolding Timbaland

Entrant Company / Organization Name

Verizon

Link

Entry Credits