Introducing the Shorty Industry Awards

Best social game

Has your game leveraged social media to create a community or competitive environment around the game? Are consumers constantly playing your game via social channels? Has your game leveraged social media to change the industry?

Overview: Razor company Gillette launched a new ad campaign in 2010 to get male customers to replace their worn razor blades on a more regular basis. Working with the firm Proximity Canada and the interactive game application E‐Axis, Gillette’s campaign utilized national television ads, online ads, a “razor repair” microsite, and a Facebook game. The interactive game, called “Gillette’s Blade Change Challenge,” invites users to shoot razor blades off a Gillette razor, aiming the blades at different items, and progressing through different levels of difficulty. Users gain points by successfully hitting objects in a virtual garage. The game also had a leaderboard displaying top‐ scoring players. Gillette gave away 1,000 free ProGlide blade samples through its Facebook page.

Impact: Gillette’s Facebook game had more than 20,000 monthly active users, while blade consumption increased by two cartridges per household annually, and the purchase rate went up 12%. Meanwhile, awareness of the indicator strip turning white while shaving is up more than 10 points, and awareness of the indicator strip turning white as the key sign to change the blade is up 14 points.


Finalists

Motorola’s Moto Arcade

Overview: Motorola and ad agency Cake created a Flash‐based Facebook application called Moto Arcade to promote the company’s newest phones, as well as its Facebook page. The application re‐ imagined several well‐known retro arcade games, including Space Invaders and Brickbreaker, as virtual, interactive Motorola‐branded games. Moto Strike, Backflip Breaker, and Charm Quiz were made available through Facebook and smart phone applications. Players could challenge friends and share high scores with one another. Motorola also held a Moto Arcade launch party in New York City, transforming an empty space into a retro arcade. The lounge featured the games and incentivized partygoers to log into Facebook, “like” Motorola, play the games, and share the experience with their friends through Facebook, Twitter, and Foursquare.

Impact: Thousands of people played MotoArcade on Facebook and on their smart phones. Launch party attendees were incentivized from pre‐event through post event to share and talk about Moto Arcade and Motorola via social outlets, resulting in a wide digital footprint from the event that included an estimated Twitter reach of 150,000 and a million impressions from 36 blog posts.

Entry Form

Shorty Industry Awards are designed for advertising and web agencies, companies, and social media professionals. Unlike the other Shorty Award categories, there is an entry fee of $299 plus a late fee of $100 (for entries made after February 11, 2011). The submission deadline for late entries is February 25, 2011.

If you haven't already read about the Shorty Industry Awards, please see the Call for entries →.

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    I am part of the ad, branding or interactive agency that created this work on behalf of a client
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    I represent the company submitting the entry
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    I am part of the company for which this work was created
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This industry category is for agencies, companies and social media professionals. The entry fee is $299 plus a late fee of $100 for entries made after February 11, 2011. You will be taken to Paypal to complete your submission.

We encourage you to also check out the general Shorty categories which are free and open to everyone. There's no limit to how many categories you can enter.