Best Branded YouTube Channel

Archived from the 5th Annual Shorty Awards

Winners

TED Conferences LLC

TED is a nonprofit devoted to Ideas Worth Spreading. It began in 1984 as a conference bringing together people from three worlds: Technology, Entertainment, Design. Over the years TED has grown in scope and reach – offering two annual conferences, an award-winning TED Talks video site, the Open Translation Project and TED Conversations, the inspiring TED Fellows and TEDx programs and the annual TED prize – and, has successfully transformed into a global enterprise dedicated to transferring ideas across boarders and mediums. TED believes passionately in the power of ideas to change attitudes, lives and ultimately, the world. So we're building a network that offers free knowledge and inspiration from the world's most remarkable thinkers, as well as a community of curious souls to engage with ideas and each other. Ideas Worth Spreading are disseminated worldwide on TED.com, Facebook, Twitter and YouTube, Netflix, iTunes, Roku and hulu through TED Talks, short videos from TED, TEDGlobal, TEDx and partner organizations that address global issues, introduce creative approaches to finding solutions and encourage viewers to experience the world in a new light. TED boasts a massive global reach – over 600,000 YouTube Channel subscribers, 1.3 million Twitter followers, 2.5 million Facebook fans and over a billion views on TED.com – and an engaged audience that includes everyone from Bill Gates to high school students in Nairobi. And TED's Open Translation Project, which allows volunteers worldwide to translate TEDTalks into their own languages, has been buoyed up by 8,000+ translators, who have produced 25,000 translations in 85+ languages. In 2012 alone, over 300 new videos were released and shared socially, with topics spanning from Susan Cain’s look into the power of an introvert to Malcolm Gladwell’s tale of the Norden bombsight to Bunker Roy’s learnings from a barefoot movement to Pamela Meyer’s tips on spotting a liar to Vijay Kumar’s astounding display of flying quadrotors to Brené Brown’s studies of vulnerability, courage, authenticity and shame. With a new talk being shared every weekday, followers are introduced to some of the world's most fascinating minds – education radicals, tech geniuses, medical mavericks, business gurus and music legends – and invited to view short videos that address global issues, present creative solutions and encourage viewers to experience the world in a new light. These highly shareable, fully packaged TED Talks are designed to promote conversation and encourage the exchange of ideas.

Finalists

"H+: The Digital Series"

“H+: The Digital Series” takes viewers on an episodic, apocalyptic journey into the future where consumers are rapidly installing a chip called “HPlus” into their nervous systems that allows them to access the Internet 24 hours a day – by just thinking it. One day, a virus is released – causing a third of the world’s population to die instantly. The series is produced by Bryan Singer (“The Usual Suspects” / “X-Men: First Class”), directed by Stewart Hendler (“Halo 4: Forward Unto Dawn”), and was written and created by John Cabrera (“Gilmore Girls”) and Cosimo De Tommaso. Series stars include Alexis Denisof (“The Avengers”), Hannah Simone (“New Girl”), David Clayton Rogers (“Jane By Design”), Hannah Herzsprung (“Das wahre Leben” / “Life Actually”) and Sean Gunn (“Gilmore Girls”).The goal of “H+: The Digital Series” is to blend serialized drama and the Web to provide viewers with phenomenal video content and a customizable viewing experience. “H+” gives viewers an experience that looks and sounds like real, high-quality television online while cultivating a dedicated fan following. The emphasis on technology in the series and the pivotal event where the technological implants featured in the series malfunction to create massive, almost apocalyptic death, make it a natural fit for an online format. “H+” is hosted on YouTube because the ability to move backwards and forwards through the webisodes allows the audience to piece together the mystery surrounding the death of much of the population. The online format also provides content in three- to six- minute bursts, as opposed to a television series, where a viewer might get lost. The YouTube model also allows viewers the ability to create their own playlists of episodes which exposes them a new experience of the non-linear storyline. Also, because the show is hosted entirely on a branded YouTube channel, the series has developed a particularly Internet-savvy fan following. This niche audience has enabled the show to leverage unique marketing opportunities, including hosting Google Hangouts with the show’s cast and creators. Finally, “H+” has taken advantage of its platform by releasing additional content, such as annotated episodes, which allow viewers to interact with the show to discover more about the mystery behind the show’s plotline. The annotations in these episodes open a related episode or point the viewer to a specific plot point to clarify the significance of various instances in the episode they are currently watching. Additional bonus features that take advantage of the YouTube channel include an interactive timeline, video conversations with the creator, how-to videos for creating a web series, behind-the-scenes footage and videos unique to the series that enhance the viewer experience, such as a commercial for the “HPlus” medical trial and man-on-the-street interviews asking civilians to opt into “HPlus” implants. With more than 150,000 YouTube channel subscribers and nearly 8,500,000 views, “H+” has achieved its goals in a successful first season, garnering the attention of the International Academy of Web Television Awards, the Producers Guild Awards and the Streamy Awards, capturing awards and nominations at each.

WWE on YouTube

Produced by: WWE

WWE's YouTube channel was launched in May 2007 and primarily featured WWE event promos and highlights. Fast forward five years later, and you can barely recognize it. Today, WWE on YouTube has grown into an interactive powerhouse, considered a must-visit destination for WWE Superstars and their fans. Our channel is home to many WWE original web series, with weekly episodes dedicated to giving our fans what they want, when they want it. WWE prides itself in giving fans an experience they can’t get elsewhere. WWE on YouTube acts as an interactive host, as it hosts more than 12 thousand videos to more than 1.1 million subscribers, generating nearly 500 million network video views to date. Our most popular series “Backstage Fallout” and “WWE Inbox” give our fans an opportunity to interact with our WWE Superstars and Divas and develop character relationships outside what they see on television. “Backstage Fallout” surrounds WWE Superstars and what happens backstage after appearing live on television. Here, their off-camera personalities progress and fans interact with Facebook and Twitter to give their reactions from what just happened in this series. These weekly spots often show raw emotion from our Superstars that fans can’t get anywhere else. “WWE Inbox” gives fans an opportunity to learn things about their favorite wrestlers outside the ring. Fans submit questions for our Superstars and they respond in a popular segment that is running strong, now reaching its 57th webisode. In addition to these popular segments, WWE original web series also include “Outside The Ring,” “Superstar Screening Room,” “WWE Download,” "WWE Top 20," "Behind The Match," and “The JBL & Cole Show.” Plus, WWE on YouTube is conscious of all popular Internet meme and trends, and likes to have fun by joining the phenomenon.

Current Entries

"H+: The Digital Series"

“H+: The Digital Series” takes viewers on an episodic, apocalyptic journey into the future where consumers are rapidly installing a chip called “HPlus” into their nervous systems that allows them to access the Internet 24 hours a day – by just thinking it. One day, a virus is released – causing a third of the world’s population to die instantly. The series is produced by Bryan Singer (“The Usual Suspects” / “X-Men: First Class”), directed by Stewart Hendler (“Halo 4: Forward Unto Dawn”), and was written and created by John Cabrera (“Gilmore Girls”) and Cosimo De Tommaso. Series stars include Alexis Denisof (“The Avengers”), Hannah Simone (“New Girl”), David Clayton Rogers (“Jane By Design”), Hannah Herzsprung (“Das wahre Leben” / “Life Actually”) and Sean Gunn (“Gilmore Girls”).The goal of “H+: The Digital Series” is to blend serialized drama and the Web to provide viewers with phenomenal video content and a customizable viewing experience. “H+” gives viewers an experience that looks and sounds like real, high-quality television online while cultivating a dedicated fan following. The emphasis on technology in the series and the pivotal event where the technological implants featured in the series malfunction to create massive, almost apocalyptic death, make it a natural fit for an online format. “H+” is hosted on YouTube because the ability to move backwards and forwards through the webisodes allows the audience to piece together the mystery surrounding the death of much of the population. The online format also provides content in three- to six- minute bursts, as opposed to a television series, where a viewer might get lost. The YouTube model also allows viewers the ability to create their own playlists of episodes which exposes them a new experience of the non-linear storyline. Also, because the show is hosted entirely on a branded YouTube channel, the series has developed a particularly Internet-savvy fan following. This niche audience has enabled the show to leverage unique marketing opportunities, including hosting Google Hangouts with the show’s cast and creators. Finally, “H+” has taken advantage of its platform by releasing additional content, such as annotated episodes, which allow viewers to interact with the show to discover more about the mystery behind the show’s plotline. The annotations in these episodes open a related episode or point the viewer to a specific plot point to clarify the significance of various instances in the episode they are currently watching. Additional bonus features that take advantage of the YouTube channel include an interactive timeline, video conversations with the creator, how-to videos for creating a web series, behind-the-scenes footage and videos unique to the series that enhance the viewer experience, such as a commercial for the “HPlus” medical trial and man-on-the-street interviews asking civilians to opt into “HPlus” implants. With more than 150,000 YouTube channel subscribers and nearly 8,500,000 views, “H+” has achieved its goals in a successful first season, garnering the attention of the International Academy of Web Television Awards, the Producers Guild Awards and the Streamy Awards, capturing awards and nominations at each.

The Creators Project, a partnership between Intel and VICE

Produced by: The Creators Project, a partnership between Intel and VICE

The Creators Project is a global celebration of art and technology. Founded by a revolutionary partnership between Intel and VICE, The Creators Project supports visionary artists across multiple disciplines who are using technology in innovative ways to push the boundaries of creative expression. At the heart of The Creators Project is our original content, featuring behind the scenes profiles on today's most exciting artists, a music video series, gaming, film, fashion, and live event coverage, all focused on the cross section of art and technology. 2012 saw the launch of The Creators Project original YouTube channel, which is growing to be the premier home for discovering emerging artists, seeing original works, and exploring favorites. The project represents Vice and Intel's solution to the traditional marketing campaign. What we have created is a permanent media asset that will continually evolve and improve over time. Through The Creators Project, Intel and VICE are changing the way the youth of the world interact with technology. From producing documentaries on artists like Phoenix, Robyn, and Anish Kapoor, to collaborating on new works from Spike Jonze, Arcade Fire, and Hussein Chalayan, The Creators Project unites more than 150 artists from all around the world (and growing!). In less than a year, The Creators Project YouTube Channel has grown to 135,000 subscribers and over 16 million video views. With all of this momentum, Intel has seen a historic lift in brand perceptions among the target youth segment.

WWE on YouTube

Produced by: WWE

WWE's YouTube channel was launched in May 2007 and primarily featured WWE event promos and highlights. Fast forward five years later, and you can barely recognize it. Today, WWE on YouTube has grown into an interactive powerhouse, considered a must-visit destination for WWE Superstars and their fans. Our channel is home to many WWE original web series, with weekly episodes dedicated to giving our fans what they want, when they want it. WWE prides itself in giving fans an experience they can’t get elsewhere. WWE on YouTube acts as an interactive host, as it hosts more than 12 thousand videos to more than 1.1 million subscribers, generating nearly 500 million network video views to date. Our most popular series “Backstage Fallout” and “WWE Inbox” give our fans an opportunity to interact with our WWE Superstars and Divas and develop character relationships outside what they see on television. “Backstage Fallout” surrounds WWE Superstars and what happens backstage after appearing live on television. Here, their off-camera personalities progress and fans interact with Facebook and Twitter to give their reactions from what just happened in this series. These weekly spots often show raw emotion from our Superstars that fans can’t get anywhere else. “WWE Inbox” gives fans an opportunity to learn things about their favorite wrestlers outside the ring. Fans submit questions for our Superstars and they respond in a popular segment that is running strong, now reaching its 57th webisode. In addition to these popular segments, WWE original web series also include “Outside The Ring,” “Superstar Screening Room,” “WWE Download,” "WWE Top 20," "Behind The Match," and “The JBL & Cole Show.” Plus, WWE on YouTube is conscious of all popular Internet meme and trends, and likes to have fun by joining the phenomenon.

TED Conferences LLC

TED is a nonprofit devoted to Ideas Worth Spreading. It began in 1984 as a conference bringing together people from three worlds: Technology, Entertainment, Design. Over the years TED has grown in scope and reach – offering two annual conferences, an award-winning TED Talks video site, the Open Translation Project and TED Conversations, the inspiring TED Fellows and TEDx programs and the annual TED prize – and, has successfully transformed into a global enterprise dedicated to transferring ideas across boarders and mediums. TED believes passionately in the power of ideas to change attitudes, lives and ultimately, the world. So we're building a network that offers free knowledge and inspiration from the world's most remarkable thinkers, as well as a community of curious souls to engage with ideas and each other. Ideas Worth Spreading are disseminated worldwide on TED.com, Facebook, Twitter and YouTube, Netflix, iTunes, Roku and hulu through TED Talks, short videos from TED, TEDGlobal, TEDx and partner organizations that address global issues, introduce creative approaches to finding solutions and encourage viewers to experience the world in a new light. TED boasts a massive global reach – over 600,000 YouTube Channel subscribers, 1.3 million Twitter followers, 2.5 million Facebook fans and over a billion views on TED.com – and an engaged audience that includes everyone from Bill Gates to high school students in Nairobi. And TED's Open Translation Project, which allows volunteers worldwide to translate TEDTalks into their own languages, has been buoyed up by 8,000+ translators, who have produced 25,000 translations in 85+ languages. In 2012 alone, over 300 new videos were released and shared socially, with topics spanning from Susan Cain’s look into the power of an introvert to Malcolm Gladwell’s tale of the Norden bombsight to Bunker Roy’s learnings from a barefoot movement to Pamela Meyer’s tips on spotting a liar to Vijay Kumar’s astounding display of flying quadrotors to Brené Brown’s studies of vulnerability, courage, authenticity and shame. With a new talk being shared every weekday, followers are introduced to some of the world's most fascinating minds – education radicals, tech geniuses, medical mavericks, business gurus and music legends – and invited to view short videos that address global issues, present creative solutions and encourage viewers to experience the world in a new light. These highly shareable, fully packaged TED Talks are designed to promote conversation and encourage the exchange of ideas.

State Farm & YouTube Coachella Live Stream 2012

Produced by: OMD

We did not just sponsor the Coachella Music Festival. We focused on what people were missing and delivered accessibility, personalized service, and value. Some won’t be able to make the trip? We’ll make you feel like you are there. You’ve made it and now you have to walk miles from parking? We’ll make it easy. Festival goers received free shuttle transportation, bottled water, misting and air conditioned tents. Didn’t realize how hot the desert sun could be or how cold it gets at night? State Farm did, and we have you covered. Festival goers camping at night received blankets to keep warm and ponchos when it rained. Coachella festival goers were also upgraded to VIP tickets and received assistance with dead batteries, lost keys and car troubles. Music sites, mobile, Facebook, YouTube homepage, and a Promoted Trend on Twitter (#coachellalive) drove traffic to the live stream. Social buzz and press coverage supplemented engagement and viral success of the initiative. State Farm had a huge challenge. They were not relevant to young adults. Young adults don’t care about insurance. They are forced to buy and think about insurance when renewals are due. We needed young adults to think radically different about State Farm. Music, a genuine passionate area for Young Adults that can be elevated with the State Farm Get to a Better State platform, jumped out as the priority engagement platform. State Farm could engage with young adults on their own terms and capture their attention by helping them do what they are trying to do. Music festivals have been leveraged to demonstrate ways State Farm can get music lovers to a better state; however, not all music lovers attend festivals. We needed to amplify State Farm’s festival presence and extend the experience to get more music lovers to a better state. We partnered with YouTube, Coachella Arts and Music Festival and music sites to bring music lovers an exclusive, front row experience that extended beyond onsite activations. Coachella’s past year sponsor of the live stream (Wrigley) saw ~4MM views in three days. State Farm nearly TRIPLED past live stream results, delivering 11.8 Million views of YouTube Coachella Live Stream in three days. That’s a $0.22 cost-Per-view, with astonishing average user duration of 49 Minutes. The average viewer duration per video in April 2012 was 5.2 minutes (comScore). State Farm’s #coachellalive received 73.6K mentions; that’s 2.5x more mentions than Twitter’s organic #coachella benchmark, per Twitter. Twitter Retweets were up 690% versus the average. The promoted tweet engagement rate was 15%, compared to its typical 9% engagement rate.

Last Resort Com Center

Produced by: TVGla

To promote the Fall 2012 series premiere of “Last Resort,” ABC Network partnered with digital agency The Visionaire Group (TVG) to concept, design and launch a fully-customized and engaging branded YouTube channel. By transforming what initially appears to be a standard YouTube page into the control room dashboard of a nuclear submarine, the user is thrust into a similar life or death situation that is faced by the crew in the freshman series’ first episode. The experience hinges on the dramatic dilemma: “If you weren’t sure of the orders you were given, would you launch a nuclear strike on a country? Or would you risk your life and the lives of your crew and disobey the order?” Once the user chooses their answer they are taken down one of two completely different paths, one where they see the destruction and devastation they have caused, and the other where they put everyone’s life in danger as they are fired upon for disobeying orders. What makes this execution unique is the fact that TVG created and developed all of the exciting design elements and motion graphics based primarily on the show’s pilot and visuals from the interior of the submarine.