ENTER THE 2021 SHORTY IMPACT AWARDS

Previously known as the Shorty Social Good Awards, the Shorty Impact Awards is an awards program created to raise global awareness around the positive impact brands, agencies and non-profits can have on society.

Social Campaigns

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Self-Defined (Social Campaigns)

Self-Defined

Social Presence

Single-Platform

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Triller

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Twitch

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Multi-Platform

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Emerging Platform

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2021 SHORTY PHENOM AWARDS

Previously known as the Shorty Social Good Awards, the Shorty Impact Awards is an awards program created to raise global awareness around the positive impact brands, agencies and non-profits can have on society.

Individuals

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Culture

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Content Team Leader

Creative Team Leader

Culture Team Leader

Design Team Leader

Legal Team Leader

Marketing Team Leader

Partnership Team Leader

PR Team Leader

Production Team Leader

Research Team Leader

Sales Team Leader

Social Media Team Leader

Strategy Team Leader

Video Team Leader

Self-Defined

Voice

Clubhouse Voice

Discord Voice

Facebook Voice

Instagram Voice

LinkedIn Voice

Pinterest Voice

Reddit Voice

TikTok Voice

Triller Voice

Tumblr Voice

Twitter Voice

YouTube Voice

From the 9th Annual Shorty Awards

Xbox Elite Controller Campaign

Entered in Multi-Platform Campaign

About this entry

Drive increased purchase intent and positive sentiment around the Xbox Elite controller during the weeks in December 2016 leading up to holiday. With previous content underperforming and level of discussion stagnant, we aimed to improve conversation levels/volume across social media and ultimately drive increased purchase during the competitive holiday time frame.

Why does this entry deserve to win?

Visually present the Xbox Elite controller as meticulously designed and finely tuned, reinforcing that this premium accessory is the ultimate in gaming equipment and a necessity for any competitive player.

Utilize a schematic style to accentuate intricate details that set this controller, and those who use it, apart. Incorporate specific AAA titles in a serious of content that lives across Xbox owned social in a channel optimized and conversation driven manner that will ultimately highlight how this controller provides the definitive multiplayer edge.

Creating content organic to and exclusive for each social channel was an absolute necessity to ensure we didn't oversaturate the channels and cause negativity due to community exhaustion.

Results

Showcasing unique visuals and macro photography on Instagram allowed us to activate that highly engaged community in an organic manner, vastly raising awareness and general excitement around the Xbox Elite controller.

Paired with more purchase driven content on Facebook and Twitter, we were able to utilize the entire Xbox social ecosystem to first drive excitement and then push through to purchase with far above average click through rates (+53% FB; +7% TW), viewership, (+102% FB; +825% TW) and over 8.5 million total impressions.

Media

Produced by

Ayzenberg, Xbox

Links

Entry Credits