10th Annual Shorty Awards Categories

Entries for the Shorty Awards are open now! Official categories listed below.
The late entry deadline is February 22, 2018

Brands & Organizations

The Shorty Awards honor the talented agencies, brands, and industry leaders behind the best and most innovative work on social media channels, campaigns, websites and applications.

Deconstructing the Future: IoT in the Industrial Age – creating a one-of-a-kind digital experience

Entered in Business to Business


OBJECTIVE: Transform what the industry thinks of when they hear the words "white paper".

GOAL: Drive engagement in social and on-page – to drive downloads and sales leads


IBM Originals took a 9-page thought leadership white paper, from a flat PDF downloadable document -- to an immersive HTML5 digital experience, that is mobile-first and generated interest and engagement from our target audience. The final product personifies IoT in the microcosm of an airplane, its parts, but also its manufacturers and passengers.

The experience allows the viewer to choose the level of detail they want to learn about via a slider that resides in the anchor position. The users can toggle between 4 positions, as they see fit.

Deconstructing the Future takes the information contained in the white paper and pushes the boundaries to explain what today's trends could mean 5-10 years into the future of IoT for the manufacturing sector.

Pieces of the episode were developed specifically for social and were deployed on our IBMIndustries and IBM social channels on LinkedIn, Twitter and Facebook. (see links below)


This asset delivered 70% higher engagement than IBM's average post. And it led to 3X more clicks to download the full paper, which allowed us to gather more information on the users – and generate 2X the number of leads we'd projected for this deployment.


Video for Deconstructing the Future: IoT in the Industrial Age – creating a one-of-a-kind digital experience

Produced by

IBM Originals


Entry Credits

About the Shorty Awards

The Shorty Awards honor the best of social media.

Millions of people participate in The Shortys to recognize individuals and organizations producing great content on Twitter, Facebook, Tumblr, YouTube, Snapchat, Instagram, YouNow,, and the rest of the social web.

The 10th annual shorty awards will be held april 15th, 2018 in new york city

final Deadline for Brands & Organizations

02 . 22 . 18