Best Use of Animated GIFs

Archived from the 5th Annual Shorty Industry Awards

Winners

Where Football is Born

During Super Bowl XLVII, 108 million Americans tuned in to see a Wilson football fly across the field for 60 minutes of gameplay between the Baltimore Ravens and San Francisco 49ers. With that much screen time, there’s was no need for the brand to spend upwards of $3.8 million dollars on a 30-second tv spot. Instead, to connect with fans, Wilson turned to GIFs. 11 days before kickoff, Wilson Sporting Goods Co. launched wilsonmorewin.tumblr.com, a visual storytelling platform that provided America with a unique look into the life of the Super Bowl football. Of the 41 posts on this Tumblr, nine were strategically engineered GIFs. Wilson's Tumblr documents Ada, Ohio - a town made up of 2.08 square miles and a little over 5,000 people who are dedicated to providing Wilson footballs to the Super Bowl. Successful for increasing awareness and virality of short form visual content, Tumblr was the ideal platform for Wilson to showcase it’s Super Bowl balls as GIFS. As seen in the video, the GIFs were a mix of Ada, OH, and the balls being laced, laser engraved, pumped and branded. The Tumblr attracted 114 thousand views and garnered over three thousand likes/reblogs. Of that, close to 90 thousand views were of GIF content. One GIF, a rotation of past Super Bowl balls since 1967, saw 60 thousand views, 1,751 reblogs from Tumblrs like Newsweek and USAToday, and a post on Buzzfeed. Four of the nine GIFs posted were given a featured Tumblr tag (#GIF), increasing engagement and views. A GIF of the losing team’s ball, 49ers’, being laser engraved, was curated by Tumblr’s editors and given three featured tags (#Sports, #GIF, #NFL) which attracted over 22K views. Overall, GIFS generated 78% of the Tumblr’s views. The GIFs increased fan interaction for the brand across the web; Wilson’s Facebook fans increased by 11%, there were 22K views of the Tumblr’s videos on YouTube, and 684K people were reached on Twitter through mentions. Overall, over 25 million digital impressions were generated from Wilson’s More Win Tumblr.

Finalists

WHAT SHOULD WE CALL GIRLS

In response to the popularity of sharing animated GIFs on Tumblr, HBO GIRLS launched a focused Tumblr presence that shares fan-created GIFs from the series in the style of the “What Should We Call Me” Tumblr meme. WSWCG uses the What Should We Call ____ format to include “GIRLS” in each GIF caption, highlighting the relatability of the series GIRLS and the generational tribulations of Tumblr users and the series’ fan base. HBO captions and curates GIRLS GIFs to relate to episodic moments, crediting the original GIF creator. With the launch of the second season of GIRLS, the HBO Social team sought to expand the social presence of the series to emerging platforms. GIFS of GIRLS episodes are uploaded daily to the Tumblr, punctuating situations that are common to the core GIRLS audience, making the series relatable to potential audiences and also highlighting devoted fans’ favorite moments. In curating fan GIFs, the Tumblr is able to decontextualize fans’ favorite moments from the series, and pair bits of the show with relatable, common, real-world conundrums. Tumblr posts vary between generic situations (GIRLS on Valentine’s Day, When GIRLS Have To Write A Thesis, GIRLS Validating Holiday Binge Eating, When GIRLS Prepare For An Interview), viewer reflections (When GIRLS Don’t Get An Episode of GIRLS), pop culture references (When GIRLS Try To Do The Harlem Shake), or show-specific updates (When GIRLS Is Renewed For A Third Season). The WSWCG Tumblr is a brand presence for the series that feels germane to the platform—it is not overtly branded and feels stripped down, organic, and reflects what exists, from a user perspective, on Tumblr already. Where brand presences often obstruct the user’s experience on a platform, the simplicity of the WSWCG Tumblr attracts fans in a way that does not intrude on audiences’ existing social experience. Creating a branded presence that reflects the actual user experience and behavior on a platform is paramount for strategic social marketing. While “real-time marketing” takes over feeds, the WSWCG Tumblr can market in real time and reflect the zeitgeist in a comical and relatable way for fans. Tumblr bloggers who are unfamiliar with the series are still able to relate to the universality of the show’s moments and quotes that the WSWCG Tumblr highlights. After 2 months, the Tumblr has almost 15K followers and has been recognized by industry press outlets such as Mashable and The Huffington Post Comedy and Women verticals.

BuzzFeed Animated GIF Premiere & Banshee GIF Shop

The new Cinemax series, Banshee, is filled with gripping fight scenes, shocking moments and an attractive cast. It made perfect sense to utilize the animated GIF format as a cornerstone of the marketing campaign in a variety of innovative executions, including releasing the entire first episode as a series of animated GIFs and extract key moments from every episode for live GIFing by @Cinemax.Banshee is a gritty, pulpy drama series featuring distinctive action sequences with an array of unique and quirky characters; a perfect mix for a highly quoteable and “GIF-able” series. Using this knowledge, Cinemax partnered with BuzzFeed to create the first ever animated GIF premiere for a series which provided viewers with a unique and highly shareable way in which to experience the series. A Banshee GIF Shop Tumblr was created in tandem with the GIF premiere, doubling down on the popular animated GIF behavior and extending it throughout the season by “live GIF-ing” new episodes, tweeting embedded GIFs of the most talked about moments from an episode (e.g., a villain getting an A1 steak sauce bottle shoved down his throat) or replying to fan tweets with related GIFs for them to share.

Current Entries

WHAT SHOULD WE CALL GIRLS

In response to the popularity of sharing animated GIFs on Tumblr, HBO GIRLS launched a focused Tumblr presence that shares fan-created GIFs from the series in the style of the “What Should We Call Me” Tumblr meme. WSWCG uses the What Should We Call ____ format to include “GIRLS” in each GIF caption, highlighting the relatability of the series GIRLS and the generational tribulations of Tumblr users and the series’ fan base. HBO captions and curates GIRLS GIFs to relate to episodic moments, crediting the original GIF creator. With the launch of the second season of GIRLS, the HBO Social team sought to expand the social presence of the series to emerging platforms. GIFS of GIRLS episodes are uploaded daily to the Tumblr, punctuating situations that are common to the core GIRLS audience, making the series relatable to potential audiences and also highlighting devoted fans’ favorite moments. In curating fan GIFs, the Tumblr is able to decontextualize fans’ favorite moments from the series, and pair bits of the show with relatable, common, real-world conundrums. Tumblr posts vary between generic situations (GIRLS on Valentine’s Day, When GIRLS Have To Write A Thesis, GIRLS Validating Holiday Binge Eating, When GIRLS Prepare For An Interview), viewer reflections (When GIRLS Don’t Get An Episode of GIRLS), pop culture references (When GIRLS Try To Do The Harlem Shake), or show-specific updates (When GIRLS Is Renewed For A Third Season). The WSWCG Tumblr is a brand presence for the series that feels germane to the platform—it is not overtly branded and feels stripped down, organic, and reflects what exists, from a user perspective, on Tumblr already. Where brand presences often obstruct the user’s experience on a platform, the simplicity of the WSWCG Tumblr attracts fans in a way that does not intrude on audiences’ existing social experience. Creating a branded presence that reflects the actual user experience and behavior on a platform is paramount for strategic social marketing. While “real-time marketing” takes over feeds, the WSWCG Tumblr can market in real time and reflect the zeitgeist in a comical and relatable way for fans. Tumblr bloggers who are unfamiliar with the series are still able to relate to the universality of the show’s moments and quotes that the WSWCG Tumblr highlights. After 2 months, the Tumblr has almost 15K followers and has been recognized by industry press outlets such as Mashable and The Huffington Post Comedy and Women verticals.

Stoker Movie: Letters to India

Produced by: TVGla

To generate excitement around the much anticipated film, Stoker, TVGla created a visually powerful, parallax-driven, HTML5 scrolling site called Letters to India that gave users a glimpse into the wicked and twisted world of the film’s main character. This intriguing and constantly evolving site tells India’s story through a series of letters, quotes, and cinemagraphs that move seamlessly, yet independently of one another. Movement is integral to each image and the site as a whole; it illuminates both the narrative and the character’s progression into dark and mysterious territory. Our goal of building interest and inciting curiosity among audiences was achieved through these provocative, strange, and shifting images that left users with a feeling of uncertainty and wanting to know more. These GIFs were hugely popular, so much so that they were subsequently used for the film’s online advertising campaign, appearing in takeovers, banners, and rich media. The GIFs were well received and the ongoing popularity of the ever-evolving HTML5 site prompted Fox Searchlight and TVGla to again push the GIF into new forms of media and for the first time ever, animated cinemagraph GIFs were used as the backbone of a TV spot: http://www.youtube.com/watch?v=za86lEJVVws&feature=share&list=UUor9rW6PgxSQ9vUPWQdnaYQ

VH1's Pass the Bowl

“Pass The Bowl” is VH1’s ongoing interview series, wherein celebrities contribute questions to our bowl and fellow celebs later draw a question. Alison Brie: Who is your favorite Teenage Mutant Ninja Turtle and why? Penn Jillette: It would be Donatello. Donatello’s my favorite Ninja Turtle because Donatello’s named after the best historic figure of all of them. Penn’s Question For The Bowl: When did you first know there is no God? Clint Black: If the Mayan calendar is round, how is it they never created a wheel? Rachael Leigh Cook: Thanks, Clint Black. Well, because they maybe had a belief in reincarnation so possibly they thought of the circle of life, so they were thinking of it in a spiritual sense and not a physical one. Rachael’s Question For The Bowl: Who was your first crush? Have you Facebook stalked them yet?

BuzzFeed Animated GIF Premiere & Banshee GIF Shop

The new Cinemax series, Banshee, is filled with gripping fight scenes, shocking moments and an attractive cast. It made perfect sense to utilize the animated GIF format as a cornerstone of the marketing campaign in a variety of innovative executions, including releasing the entire first episode as a series of animated GIFs and extract key moments from every episode for live GIFing by @Cinemax.Banshee is a gritty, pulpy drama series featuring distinctive action sequences with an array of unique and quirky characters; a perfect mix for a highly quoteable and “GIF-able” series. Using this knowledge, Cinemax partnered with BuzzFeed to create the first ever animated GIF premiere for a series which provided viewers with a unique and highly shareable way in which to experience the series. A Banshee GIF Shop Tumblr was created in tandem with the GIF premiere, doubling down on the popular animated GIF behavior and extending it throughout the season by “live GIF-ing” new episodes, tweeting embedded GIFs of the most talked about moments from an episode (e.g., a villain getting an A1 steak sauce bottle shoved down his throat) or replying to fan tweets with related GIFs for them to share.

Where Football is Born

During Super Bowl XLVII, 108 million Americans tuned in to see a Wilson football fly across the field for 60 minutes of gameplay between the Baltimore Ravens and San Francisco 49ers. With that much screen time, there’s was no need for the brand to spend upwards of $3.8 million dollars on a 30-second tv spot. Instead, to connect with fans, Wilson turned to GIFs. 11 days before kickoff, Wilson Sporting Goods Co. launched wilsonmorewin.tumblr.com, a visual storytelling platform that provided America with a unique look into the life of the Super Bowl football. Of the 41 posts on this Tumblr, nine were strategically engineered GIFs. Wilson's Tumblr documents Ada, Ohio - a town made up of 2.08 square miles and a little over 5,000 people who are dedicated to providing Wilson footballs to the Super Bowl. Successful for increasing awareness and virality of short form visual content, Tumblr was the ideal platform for Wilson to showcase it’s Super Bowl balls as GIFS. As seen in the video, the GIFs were a mix of Ada, OH, and the balls being laced, laser engraved, pumped and branded. The Tumblr attracted 114 thousand views and garnered over three thousand likes/reblogs. Of that, close to 90 thousand views were of GIF content. One GIF, a rotation of past Super Bowl balls since 1967, saw 60 thousand views, 1,751 reblogs from Tumblrs like Newsweek and USAToday, and a post on Buzzfeed. Four of the nine GIFs posted were given a featured Tumblr tag (#GIF), increasing engagement and views. A GIF of the losing team’s ball, 49ers’, being laser engraved, was curated by Tumblr’s editors and given three featured tags (#Sports, #GIF, #NFL) which attracted over 22K views. Overall, GIFS generated 78% of the Tumblr’s views. The GIFs increased fan interaction for the brand across the web; Wilson’s Facebook fans increased by 11%, there were 22K views of the Tumblr’s videos on YouTube, and 684K people were reached on Twitter through mentions. Overall, over 25 million digital impressions were generated from Wilson’s More Win Tumblr.