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From the 6th Annual Shorty Awards

Entered in Video


Posterizing Facebook - May 13th, 2013) -- Bennett Spector Bleacher Report's social team transformed a niche animated GIF into a lasting sports-culture phenomenon. On May 13th, 2013 an animated GIF of a student 'posterizing' his friend was quietly circulating on Reddit. By the end of the week it was one of the most viral sports trends of the year. Bleacher Report's social team quickly identified the GIF and edited it into a 19-second video with iconic dunk contest footage and voiceover overlaid. Through distribution on Facebook, Twitter, Youtube,, NBA on TNT (TV), and countless media sites, the video quickly amassed millions of views and sparked copy-catters across the country. From First Lady Michelle Obama to NBA rookies to basketball fans everywhere (another good one), 'posterizing' has officially made it's mark on the sports landscape and it all started with Bleacher Report's viral video. Watch your back... ‘Posterize’ on Bleacher Report’s National Facebook was a powerful moment where the hard work Bleacher Report put in building our social infrastructure and the dedication to finding the next great sports moment as it happens came together to light up the internet. Over the long term the source agnostic approach that Bleacher Report takes in identifying the best sports content has built an unmatched level of credibility with sports fans. The more than eight hundred thousand fans on the Bleacher Report National Facebook page know that when a post goes up it will have been vetted for awesomeness which leads to a tremendous level of engagement on the page. That equity and fan base provided fertile ground to seed Posterize into. To know when a moment is coming Bleacher Report also invests significant resources and time into identifying the relevant sports culture phenomenon that are bubbling just below the surface. Identifying the viral potential of Posterize while it was still untapped was the result of a well-organized infrastructure and not just a moment of chance. That infrastructure was married with the sports first DNA of the Bleacher Report team who recognized the opportunity to take a basic animated gif and make it more viral by setting it to video. Posterize proved what can happen when you marry insight on trend potential with fast reactions and a well set stage for viral content. We’re incredibly proud of the work and excited to keep helping sports fans find the moments that mean the most to them.

Strategy and Execution


Entrant Company / Organization Name

Bleacher Report


Entry Credits