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


Finalist in Brand Identity

About this entry

WWE looked to expand the reach of its digital identity with the launch of UpUpDownDown, a YouTube channel dedicated solely to video gaming.

Hosted by WWE Superstar Xavier Woods — operating under the alias of Austin Creed — the channel aimed to reach WWE's expansive crossover audience of sports-entertainment supporters and gamers while attracting new fans who discovered WWE through Creed and company's infectious videos.

Why does this entry deserve to win?

Consistency has been the key to UpUpDownDown's success. At least five new videos have been uploaded to the channel each week. Popular recurring titles include the exhilarating "Jump Scares" and "Gamer Gauntlet," where WWE Superstars battle in head-to-head gaming competitions in the locker room with the loser undergoing hilarious punishments. Users also know to expect engaging live streams that grant them the opportunity to watch their favorite performer's game it up in real time.

The crowning achievement of UpUpDownDown's launch year has certainly been the annual "Madden NFL" Tournament, which pits eight Superstars against one another in a battle to crown WWE's greatest gridiron gamer.

Events like this, as well as fan interaction through social media and crossover appearances with popular YouTube gaming personalities, have helped the brand grow exponentially.


UpUpDownDown's success can be measured in multiple ways. The channel has received more than 92,350,147 views since its June 2015 launch thanks to a loyal audience of 954,274 subscribers — as of February 15, 2017 — have helped UpUpDownDown nab its own line of merchandising as well as sponsorships from popular brands like General Mills.

Due to UpUpDownDown's online popularity, Creed will co-host the SXSW Gaming Awards March 18th in Austin, Texas.


Video for UpUpDownDown

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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!