THE 14TH ANNUAL SHORTY AWARDS

The Shorty Awards honor the best of social media and digital. View this season's finalists!

Industry

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<br>See previous winners and honorees here.</a>"> Food & Beverage
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Strategy & Engagement

See previous winners and honorees here.</a>"> Brand Partnership See previous winners and honorees here.</a>"> Call to Action See previous winners and honorees here.</a>"> Community Management See previous winners and honorees here.</a>"> Creative Use of Technology See previous winners and honorees here.</a>"> CTV/OTT See previous winners and honorees for Insights and Trends here.</a> <a href=https://shortyawards.com/17th/"https://shortyawards.com/category/16th/data-visualization">See previous winners and honorees for Data Visualization here.</a>"> Data & Insights See previous winners and honorees here.</a>"> Earned Media See previous winners and honorees here.</a>"> Event & Experiential See previous winners and honorees here.</a>""> Gamification See previous winners and honorees here.</a>"> Humor See previous winners and honorees here.</a>"> Innovative Media Buying Strategy See previous winners and honorees here.</a>""> Integration with Traditional Media See previous winners and honorees here.</a>"> Internal Communications See previous winners and honorees here.</a>"> LGBTQ Community Engagement See previous winners and honorees here.</a>"> Micro-Influencer Strategy See previous winners and honorees here.</a>"> Multicultural Community Engagement See previous winners and honorees here.</a>"> Music & Dance See previous winners and honorees here.</a>"> On a Shoestring See previous winners and honorees here.</a>"> Organic Promotion See previous winners and honorees here.</a>"> Paid & Amplification See previous winner and honorees here.</a>"> Physical and Digital Convergence See previous winner and honorees here.</a>"> Public Service Announcement See previous winners and honorees here.</a>"> Real Time Response See previous winners and honorees here.</a>"> SEO & SEM See previous winners and honorees here.</a>"> Social Commerce See previous winners and honorees here.</a>"> Storytelling

CHALLENGERS (2024) | DIGITAL CAMPAIGN

Entered in Entertainment

Objective

Fans and critics alike were excited to see Zendaya step into one of her first major leading film roles as Tashi Duncan in Luca Guadagnino’s Challengers, the most anticipated tennis movie of the year. Except… the film wasn’t really about tennis. To dissuade audiences from writing Challengers off as just another sports movie and retain their attention for a nearly year-long campaign window, we turned our social campaign into the Tashi Duncan show.

Strategy

All social assets were focused on Tashi or positioned through her distinctive lens, allowing fans to understand and appreciate the fierce intensity she brings to all aspects of her life. When a piece featured Art or Patrick, it was always done so through their relationship with Tashi, as she described them in her own words. 

Digital stunts and real-time Global Tour coverage similarly allowed viewers to bask in Tashi’s power, leading to an impressive amount of fan participation (including the inception of #TashiMadeMeWearIt) and social interaction leading up to the film’s premiere.

 

Results

Challengers headed into its opening weekend with over 700,000 mentions, accounting for 91% of all upcoming theatrical movie buzz online, resulting in an absolute grand slam of a theatrical campaign.

Media

Entrant Company / Organization Name

Watson Design Group, Amazon MGM Studios

Link

Entry Credits