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

Sonic / Eggman Twitter Takeover

Finalist in Twitter

About this entry

Objective: Generate awareness, buzz, and social engagement around Sonic the Hedgehog's 25th Anniversary with an attention-grabbing Twitter stunt, worthy of standing out on a social channel known for its overall epic-ness.

Why does this entry deserve to win?

To celebrate Sonic the Hedgehog's 25th anniversary, we brought together long-time nemeses, Sonic and Dr. Eggman (voice actors, of course), to respond to various fan questions, live on Twitter as Sonic the Hedgehog and Dr. Eggman.

This elaborate activation began by posting a video of Sonic 'flashing back' to 2015 when Dr. Eggman hacked his Twitter account and responded to fan questions. This video teased the date of the next takeover and the fact that Sonic himself may join Dr. Eggman in answering fan questions on Twitter.

On the day of the takeover, Ayzenberg and SEGA set up a war room to monitor both fans and brands for Sonic and Dr. Eggman to respond to. Lucky fans and brands using the hashtag #AskSonic received a special, customized, real-time reply from both Sonic and Dr. Eggman. Nothing tweeted was pre-recorded; all reactions and responses were written, recorded, and posted LIVE.

Some notable brand engagements include Dues Ex, Hulu, Game Grumps, Tootsie Pop's Mr. Owl, and Twitch. We even tweeted at Assassin's Creed, saying we had kidnapped Ezio Auditore da Firenze, one of the main characters in their series (played by the same voice actor as Sonic), and said we were holding him hostage unless pictures of kittens were sent our way.


This campaign resulted in the highest performing day in Sonic's social media history:

- 16 Million Impressions

- Over 119,000 Interactions

- An increase in advocacy of 854%

- Over 1 Million video views

- All in one day, with 0 paid media.

- Fans even took the liberty of translating it into other languages, and creating their own animations and fan art for the campaign.

Quotes about #AskSonic:

- "THIS IS THE GREATEST THING EVER ACHIEVED BY SOCIAL MEDIA. Oh my god I love you guys and this Twitter" - @chris_rws

- "Question for @sonic_hedgehog: Why are you hands down the best Twitter account ever made? I ask myself this daily #AskSonic" - @KayJulers

- "Good lord, the @sonic_hedgehog account is absolutely KILLING it today with their stuff. My question is...which pony is best pony? #asksonic" - @RockingSunset

- "@sonic_hedgehog #AskSonic How does it feel to be the dankiest Twitter account ever to be dank????" - @RollinNolan360

- "@sonic_hedgehog this #AskSonic thing is the greatest thing ever and I never want it to stop" - @Cityescape4


Video for Sonic / Eggman Twitter Takeover

Produced by

Ayzenberg, SEGA of America


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!