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11th Annual Shorty Awards Categories


See below for official categories. Entries close and voting ends on February 21st, 2019 at 11:59pm ET.

Brands & Organizations

The Shorty Awards honor the talented agencies, brands, and industry leaders behind the best and most innovative work on social media channels, campaigns, websites and applications.

From the 8th Annual Shorty Awards

Xbox Jump Ahead Campaign

Entered in Video, Games

About this entry

The Xbox One is the only place to play the greatest games lineup this year, like Halo 5: Guardians, Rise of the Tomb Raider, and Forza Motorsport 6. To promote these Xbox exclusive Games, we launched the Xbox Jump Ahead campaign with two goals in mind: to rally the core of Xbox gamers, and to empower viewers through iconic heroes from this lineup. While telling the riveting stories of our characters, we ignited passion for Xbox One and its titles, and elevated pride in our core.

Why does this entry deserve to win?

To promote these Xbox exclusive Games, we built an integrated campaign that combined video, key art, and social activation to make the powerful, personal stories of Xbox characters resonate more deeply than ever with the core of gamers.

We emphasized the humanity of our heroes, through showing them reflecting on the camaraderie of war, the loss of loved ones, and the incredible challenges of the worlds they inhabit. We built a narrative entirely based on each hero's personal journey, merging the stories of Lara Croft, Agent Locke, Marcus Fenix, and Master Chief, the most iconic heroes from Xbox's greatest games.

We started with key art, punctuated with compelling, character-focused copy, and evolved the concept into two anthemic videos, one of which opened the Xbox One E3 Media Briefing, the key art serving as a unifying centerpiece for Xbox's monumental E3 booth. The second spot was released several months later, running as a TV commercial on AMC during episodes of the Walking Dead. Both videos were also released on YouTube and Xbox's social channels.


Results

Both Jump Ahead spots together reached over 11 million views. The "Xbox One- E3 Jump Ahead Trailer" was viewed over 9.06 million times, while the "Xbox One: Greatest Games TV Commercial" was viewed over 2.29 million times just on YouTube.

Media

Video for Xbox Jump Ahead Campaign

Produced by

Ayzenberg Group, Xbox/343 Industries

Links

Entry Credits

About the Shorty Awards

The Shorty Awards honor the best of social media.

Millions of people participate in The Shortys to recognize individuals and organizations producing great content on Twitter, Facebook, YouTube, Instagram, Twitch, TikTok, and the rest of the social web.

The 11th annual shorty awards will be held may 5, 2019 in nyc.