Best Celebrity Campaign on Social Media

Archived from the 5th Annual Shorty Industry Awards

Winners

David Blaine’s ELECTRIFIED

Produced by: VICE Media Inc.

VICE brought Intel together with illusionist David Blaine to create a one-of-a-kind performance piece controlled by the Ultrabook. Blaine chose New York, the city that never sleeps, as the stage for ELECTRIFIED, his first endurance challenge in more than four years, which took place on October 5th through the 8th on Pier 54. Blaine was awake for three days and three nights with no food in a massive interactive globe, surrounded by 1,000,000 volts of electricity emitted by seven Tesla coils. Fans in New York and all over the world tuned in to our livestream, and manipulated the coils to create dazzling arrays through Ultrabook controllers on site, in select cities worldwide and online.Livestream For the first time in David's career, anyone in the world with an Internet connection could experience his performance real time. VICE set up ELECTRIFIED livestreams on Intel.com, and on the world's leading video platforms, including YouTube, Livestream, uStream, LeTV, and the Daily Mail. An interactive experience complemented the live stream, allowing people around the world to explore the event, send David messages, and unlock new camera angles. The ELECTRIFIED livestream was also integrated into Facebook news feeds -- something Facebook users had never seen before. In the end, more than 10 million people in more than 15 countries tuned in during the 72-hour event. Controller/Experiential VICE positioned the Intel-inspired Ultrabook as the gateway for experiencing Blaine's amazing feat. We created an interface that leveraged Ultrabook and MIDI technology, which allowed people around the world to control the intensity, speed and sound of the electricity from the seven Tesla coils. People in Beijing, Tokyo, London and Sydney visited pop-up sites, where Ultrabook controllers were turned on during specific windows of time for curious participants. Special codes turned on pre-programmed patterns, and the keyboard provided a mysterious and amazing point of contact between David and the world. Online Activation VICE and Intel wanted to create an immersive experience to bring Blaine's magic to his audience like never before, both at the event and all over the web. Blaine's fans around the world could read David's thoughts on Twitter and Facebook, interact with him before the event on a IAMA on Reddit, as well as receive digital takeaways by tweeting to @DavidBlaine using the hashtag #ELECTRIFIED and see recap videos from the event on YouTube. The result was over 400 million users engaged over the world's leading social networks.

Finalists

Pocket Like It's Hot

Produced by: Threshold Interactive

We needed to capture the hearts and stomachs of college age males across the U.S. The answer was to create a solid presence in music and pop culture by remaking a smash hit. ‘Pocket Like It’s Hot’ was a unique music video food parody of Snoop Dogg’s ‘Drop It Like It’s Hot.’ And for 3 surreal minutes you are taken inside an irresistibly hot paradise.Along with the media press that followed Snoop, we also spiced up the video with the help of comedian Andy Milonakis, WWE wrester Brodus Clay and secured a social following through DeStorm; a digital celebrity with over 2 million social followers. ‘Pocket Like It’s Hot’ was sizzling at over 3 million YouTube views in just 72 hours. And in just 3 short months of running, the music video had over 7 million YouTube views, 821 million impressions and was picked up and covered by countless media outlets both online and offline. It's a video that reached far beyond the target market, increased product sales and ended up becoming a pop culture phenomenon.

Current Entries

David Blaine’s ELECTRIFIED

Produced by: VICE Media Inc.

VICE brought Intel together with illusionist David Blaine to create a one-of-a-kind performance piece controlled by the Ultrabook. Blaine chose New York, the city that never sleeps, as the stage for ELECTRIFIED, his first endurance challenge in more than four years, which took place on October 5th through the 8th on Pier 54. Blaine was awake for three days and three nights with no food in a massive interactive globe, surrounded by 1,000,000 volts of electricity emitted by seven Tesla coils. Fans in New York and all over the world tuned in to our livestream, and manipulated the coils to create dazzling arrays through Ultrabook controllers on site, in select cities worldwide and online.Livestream For the first time in David's career, anyone in the world with an Internet connection could experience his performance real time. VICE set up ELECTRIFIED livestreams on Intel.com, and on the world's leading video platforms, including YouTube, Livestream, uStream, LeTV, and the Daily Mail. An interactive experience complemented the live stream, allowing people around the world to explore the event, send David messages, and unlock new camera angles. The ELECTRIFIED livestream was also integrated into Facebook news feeds -- something Facebook users had never seen before. In the end, more than 10 million people in more than 15 countries tuned in during the 72-hour event. Controller/Experiential VICE positioned the Intel-inspired Ultrabook as the gateway for experiencing Blaine's amazing feat. We created an interface that leveraged Ultrabook and MIDI technology, which allowed people around the world to control the intensity, speed and sound of the electricity from the seven Tesla coils. People in Beijing, Tokyo, London and Sydney visited pop-up sites, where Ultrabook controllers were turned on during specific windows of time for curious participants. Special codes turned on pre-programmed patterns, and the keyboard provided a mysterious and amazing point of contact between David and the world. Online Activation VICE and Intel wanted to create an immersive experience to bring Blaine's magic to his audience like never before, both at the event and all over the web. Blaine's fans around the world could read David's thoughts on Twitter and Facebook, interact with him before the event on a IAMA on Reddit, as well as receive digital takeaways by tweeting to @DavidBlaine using the hashtag #ELECTRIFIED and see recap videos from the event on YouTube. The result was over 400 million users engaged over the world's leading social networks.

Nigel Barker and Nissan Introduce America’s Next Top (Car) Model

Produced by: Zócalo Group

For the world premiere of the completely redesigned 2013 Altima, Nissan enlisted the help of Nigel Barker, former America’s Next Top Model judge and photographer, to create buzz and social conversation around the reveal at the New York International Auto Show. With his eye for design, Nigel gave fans an exclusive look at the bold, new design of the Altima. As part of an aggressive new vehicle program launch, Nissan announced plans that it would introduce five all-new models in the next 15 months, kicking off the first with the global debut of their fifth-generation Altima at the New York International Auto Show. But with other automakers trying to make waves and compete for share of voice, Nissan needed to make a big splash. As the latest version of Nissan’s best-selling model, the all-new 2013 Altima was completely redesigned from the ground up, noted by its new premium exterior styling and upgraded interior. With the Altima’s focus on style and design, Nissan enlisted the help of celebrity photographer and former America’s Next Top Model judge, Nigel Barker, to introduce “America’s Next Top (Car) Model,” the 2013 Nissan Altima. As an expert in design and fashion, Nigel could offer fans an insightful perspective and a keen eye on the Altima’s stylish redesign. To give fans an exclusive, up-close look at the 2013 Altima, Nigel was given full reign over the @NissanNews Twitter handle for the day of the reveal: live-tweeting photos and commentary on the bold, new design of the Altima. To leverage Nigel’s existing fan base, the Twitter takeover was promoted on his personal social channels in advance of the reveal, encouraging fans to follow him on @NissanNews the day of the event. Additionally, the @NissanNews Twitter background and icon were rebranded to highlight Nigel’s participation. To further showcase the details of the innovative new design, Nigel conducted a series of short interviews with Nissan executives that highlighted the latest features and inspiration behind the 2013 model, providing a fun and fresh approach to a typical product walk-around video. Consumers and fans were also given the opportunity to submit questions about the all-new Altima during a live Twitter chat, co-hosted by designer, blogger and writer Erin Loechner, of Design for Mankind. The reveal of the 2013 Nissan Altima, with the help of Nigel Barker and Nissan’s first-ever Twitter takeover, was an overall huge success. Nissan generated 2.5 MM social impressions, with Nigel’s photo tweets receiving 16,736 views and 281 retweets. Additionally, Nissan led the social conversation surrounding New York Auto Show with a 25% share of voice among competitors and over 6,091 mentions.

Pocket Like It's Hot

Produced by: Threshold Interactive

We needed to capture the hearts and stomachs of college age males across the U.S. The answer was to create a solid presence in music and pop culture by remaking a smash hit. ‘Pocket Like It’s Hot’ was a unique music video food parody of Snoop Dogg’s ‘Drop It Like It’s Hot.’ And for 3 surreal minutes you are taken inside an irresistibly hot paradise.Along with the media press that followed Snoop, we also spiced up the video with the help of comedian Andy Milonakis, WWE wrester Brodus Clay and secured a social following through DeStorm; a digital celebrity with over 2 million social followers. ‘Pocket Like It’s Hot’ was sizzling at over 3 million YouTube views in just 72 hours. And in just 3 short months of running, the music video had over 7 million YouTube views, 821 million impressions and was picked up and covered by countless media outlets both online and offline. It's a video that reached far beyond the target market, increased product sales and ended up becoming a pop culture phenomenon.