13th Annual Shorty Awards Categories

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

From the 9th Annual Shorty Awards

From Deadpool with Love

Silver Distinction in Branded Content

About this entry

The amount of superhero movies is overwhelming; it's becoming more and more difficult to get a super-powered protagonist noticed. We needed to find a way to access the full reach of Viacom's social footprint to speak to men, women, comic book fans and those who've never picked one up – and build universal attention to turn an intriguing release into a must-see. We also needed to surmount what movie marketers consider the greatest hurdle to success – the dreaded R-rating.

Why does this entry deserve to win?

No fight scenes. No explosions. No saving the world from Armageddon. Turning the film's irreverent character and release date into a distinct advantage, the campaign featured Deadpool sending lewd and offbeat messages of "love" while breaking the fourth wall. Across multiple network social handles and a first ever Snapchat Discover takeover, Deadpool's raunchy and comical persona was on full display, making it clear to viewers looking for another sappy Valentine release that this was the kind of date night movie prepared to take no prisoners.


Armed with provocative creative and an innovative distribution strategy, the campaign created some seriously powerful momentum. Generating hundreds of millions of impressions, +5.3 million organic video views, and a 34% viral lift in social conversation during the measured time period, helping propel the film to a record breaking $150 million opening.


Produced by

Viacom Velocity, 20th Century Fox


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, Snapchat, and the rest of the social web.

winners will be announced in may. follow us to be notified!