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!

Special Project

Special Project NEW!
From the 7th Annual Shorty Awards

He-Man & Power Bar April Fool’s Day Content Collaboration

Entered in Facebook

About this entry

What happens when the most powerful action figure in the universe joins forces with the world's most powerful bar? Magic.

Mattel wanted to make a splash on Facebook, spurring extra fan engagement for the prank-all-day holiday, April Fool's Day, and were eager to find a great brand partner to help pull it off. We sought out a strategic partner that organically made sense for the He-Man brand. Mattel and TVGla identified PowerBar as a perfect fit, and luckily they agreed! Mattel & TVGla partnered with PowerBar to carry out the hilarious April Fool's Day prank for our audience announcing the energy bar's latest flavor, He-Can Pie!

Fan engagement for He-Man Facebook page tripled for the stunt, resulting in nearly 10% of the audience participating with the content.

Why does this entry deserve to win?

Who has the power? He-Man, naturally. And very literally when he is holding a PowerBar. Mattel wanted to land the most powerful brand partnership to maximize impact for April Fool's Day content and literally trick the audience.

PowerBar was a perfect fit organically and strategically. As brands are increasingly content publishers it's necessary to form these partnerships to achieve scale and boost engagement. Mattel and TVGla delivered on the objective.

Engagement around the content that day tripled the page's average and even saw a slight increase in community size.

Creatively, we explored every angle of PowerBar's traditional packaging to deliver a highly entertaining content experience. He-Man's flavor was named "He-Can Pie," the bar was renamed "I Have the PowerBar" and the formulation promised to "Help Master the Universe."

He-Man is the most powerful man in the universe, what better qualifications for winning do you need?

Entrant Company / Organization Name

TVGla, Mattel, Power Bar

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