THE 14TH ANNUAL SHORTY AWARDS

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

Overwatch 2

Entered in Single Post or Activation

Objective

With a keen eye on Twitter trends, the Overwatch team saw a split-second opportunity to harness the "one-word" tweet trend that ran wild in early September. 

Strategy

Drawing on our deep understanding of Overwatch culture and our brand's broader reputation, we produced an extremely on-point tweet that resonated with Twitter audiences. Adhering to our character-driven strategy, we gave players both a reflection of their own passions and community memes.

Results

With more than 1.5 million impressions and a 2% engagement rate, "Genji" is one of Twitter's highest engagement-per-character tweets to date. Short, sweet, and character-focused. Just the way we like it.

Media

Entrant Company / Organization Name

Mutiny, Activision Blizzard

Link

Entry Credits