Supernormal Awards

Please review all of the finalists for each category and Knotch on each one of them to cast your vote.

 

the best use of social media


Title: Comfort Cases
Brand: Upworthy
Publisher: Upworthy

Views: 90 Million +

Shares: 704,000+ times



Upworthy's audience consistently engages with feel-good parenting stories, especially when they expand the traditional definition of what it means to be a family. This February, Upworthy's Original Video team found the story of Rob and Reece Scheer, a gay couple who founded a program called Comfort Cases. The organization was inspired by Rob's own difficult childhood experience growing up in the foster care system — one that, he says, often leaves kids feeling alone and unloved. His memory of carrying his belongings in nothing more than a garbage bag gave him the idea for Comfort Cases, which provides backpacks filled with PJs, toothpaste, a toy, a blanket, and a book for kids in the foster care system.

We created a spotlight video on the work that Comfort Cases does and on the home life of Rob and Reece, dads to their own four children, adopted through foster care, to show that even families that don't look like the "typical" American family share the same desires as those who do and to show how their amazing program works to help kids in foster care feel loved.


Title: What Do You Want to B-E-E?

Brand: GE
Agency: Giant Spoon

Views: 5,093,600

Shares: N/A -Since this execution took place within Snapchat Discover's walled garden, it couldn't be shared.


GE wanted to tap into cultural moments to help raise awareness for GE’s #BalanceTheEquation initiative, which aims to employ 20,000 women in technical roles by 2020. To spotlight GEs new initiative of supporting women in STEM, Giant Spoon identified the Spelling Bee as the perfect “semi-live” cultural moment to reach smart kids who aspire to be scientists or engineers.

We partnered with Scripps, ESPN and Snapchat to create a campaign called “What Do You Want To B-E-E?” We began with a live moment by placing four :60 second “Millie” TV spots in the Final Rounds and Championship Round on ESPN. We extended that through a GE takeover of Snapchat’s Live Story about the Spelling Bee, which appeared in the “Our Story” section as well as ESPN’s Snapchat Discover channel for 24 hours. In two campaign-specific videos styled to look like the Spelling Bee, we asked real female 2017 Spelling Bee contestants what they want to be when they grow up, and then they spelled out their STEM career ambition (e.g. E-N-G-I-N-E-E-R). In a third creative, the girls proclaimed “We are the future of STEM” to drive the STEM connection home. Each of the three :10 second Snap ads ended with a text card referencing GE’s #BalanceTheEquation initiative, in a format that mimicked the dictionary (to fit the Spelling Bee theme).


Title: This Is Everything
Brand: Youtube
Publisher: ATTN

Views: 17M views

Shares: 168K Social Shares + 93M impressions 



In support of the YouTube Red original film, This is Everything: Gigi Gorgeous, YouTube and ATTN: built a social media campaign that brought awareness to transgender issues in America and demanded the attention of a young, dynamic audience.

Following the release of This is Everything: Gigi Gorgeous, ATTN: created four (4) unique videos, each highlighting a specific trans issue – Being Transgender, Gender Dysphoria, Gender Reassignment, and Sexuality. Each video featured trans individuals dispelling myths and stigmas and educating the public on what they can do to create a more inclusive community. While This is Everything: Gigi Gorgeous also touched upon all four (4) topics, the release of the videos served to extend and amplify the conversation to a broader audience outside of the film's.

The videos were released one month prior to Transgender Visibility Day (March 31, 2017) and up through the week after the holiday for continued awareness and to prolong the efforts of the campaign:

Being Transgender - February 10, 2017

Gender Dysphoria - March 27, 2017

Gender Reassignment - March 31, 2017

Sexuality - April 5, 2017

The videos were seeded across the ATTN: social handles on Facebook, Twitter and YouTube. This multi-content, multi-platform strategy was implemented with the aim of garnering a high volume of organic video shares and views.
We created a spotlight video on the work that Comfort Cases does and on the home life of Rob and Reece, dads to their own four children, adopted through foster care, to show that even families that don't look like the "typical" American family share the same desires as those who do and to show how their amazing program works to help kids in foster care feel loved.


Title: eBay ShopBot
Brand: eBay
Publisher: n/a

Views: 5M social impressions

Shares: n/a



eBay has a new socially enabled shopping tool called ShopBot, it is an AI based messaging bot that users can communicate with via FB messenger.
"The new, effortless way to find deals. ShopBot is the new way to shop. It’s as effortless as chatting with a friend in Facebook Messenger –Only this is a friend who works for you, a friend who knows your sizes, a friend who saves you money, gets your taste,finds you the best deals. That’s a hell of a friend. ShopBot= Shopping Reinvented."
This bot is aimed at helping consumers narrow down the best deals from eBay’s over a billion listings, 81% of which are brand new. ShopBot can help at times when consumers’ needs aren’t fully met by traditional search engines, and can fill in the gaps where human experts aren’t available.

In an effort to get the word out about this new product tool outside the traditional PR push, eBay tapped a handful of our over 600 in network Influencers to bring awareness to this new tool, and get their super engaged audiences excited, using the product and considering eBay in general.
Our reason for submission is that we feel this was a unique way to spread the message about a cool new piece of tech, we leveraged Influencers (3rd party) to “show off” a tech product vs. a PR announcement or other eBay voiced messaging tactic.


Title: Spec Racers
Brand: Dole Foods
Publisher: Snapchat

Views: 5.2M + Total Reach: 4.3M +

Shares: N/A 


The Worlds First Gaming Experience using Snapchat Spectacles.

On the dawn of the Snapchat Spectacles release I created the idea of making an immersive race experience using the innovative glasses. The idea was to create a go-Kart race you could experience in real-time with your friends via Snapchat.

We edited the entire thing using Snapchat's Memory feature and created graphics for the game using our own custom Geofilters.