Edmunds' 'Project Triple Play' Campaign Nears Shorty Awards Victory

Event summary

  • Edmunds named finalist in 18th Annual Shorty Awards for 'Project Triple Play' campaign in Local Campaign category.
  • Campaign drove 111% increase in Google searches for 'Edmunds' and 22-point lift in ad recall in Los Angeles.
  • Initiative combined social content, live activations, and partnerships with LA Dodgers, Tommy Edman, and Original Tommy’s.
  • Developed entirely in-house, campaign aimed to boost awareness of Edmunds’ free appraisal tools and Multi-Offer product.
  • Winners to be announced at Shorty Awards ceremony on May 19, 2026, in New York City.

The big picture

Edmunds’ 'Project Triple Play' campaign highlights a strategic shift toward hyper-local, experiential marketing in the automotive sector. By leveraging sports fandom and real-world activations, the company aims to differentiate its digital car shopping tools in a competitive market. The Shorty Awards recognition underscores the growing importance of authentic, utility-driven marketing in driving consumer engagement and brand loyalty.

What we're watching

Scalability Potential
Whether Edmunds can replicate the campaign’s success in other major car markets beyond Los Angeles.
Dealer Impact
How the campaign’s focus on informed, ready-to-transact shoppers affects dealer partnerships and revenue.
Audience Engagement
The pace at which Edmunds can sustain high engagement levels through similar experiential marketing efforts.

Related topics

Automotive