2nd Annual Shorty Social Good Awards Categories

Entries for the Shorty Social Good Awards are open now! Official categories listed below.
The regular deadline is August 30, 2017

From the 5th Annual Shorty Awards

Propel - Just Dance 3

Entered in Social Media In Real Life

About this entry

The campaign’s hub was the Xbox 360, where a branded destination informed users how to enter the online dance contest via a short video. In addition, the destination also hosted a play & win sweepstakes that randomly awarded JD3 gamers with an opportunity to win prizes. Directly within the Just Dance 3 (JD3) game, contest information scrolled along the in-game ticker and a microsite was developed allowing participants to view/share their submissions. Propel also partnered with Jimmy Kimmel Live to perform a staged skit that highlighted the JD with Propel contest. During the on-air integration, resident Kimmel funnyman, Guillermo, competed against Dancing with the Star’s Maksim Chmerkovskiy in a dance-off and emerged victorious. There was a two week in-store end cap at all Target store locations across the country. Target shoppers were offered a $10 Gift Card when they bought a Propel Zero 6pk and a copy of JD3. Propel was looking for an innovative way to introduce their new Propel Zero Powder Packets. Propel identified the mobile fitness trend as a great way to engage their audiences’ active lifestyle and built an integrated promotion leveraging multiple mobile fitness apps. We set out to create a program that took advantage of a popular trend in adult fitness – dance workouts. Propel maximized their partnership with the Just Dance game franchise by featuring the program across multiple channels. This holistic campaign drove strong user engagement across multiple platforms in a truly innovative way. Sales of Propel at Target increased 16%+ during the promotional period and over 8,100 users participated in the Just Dance 3 instant win and user-generated dance contest. Combination of earned and paid media drove over 10MM online impressions, while the successful on-air integration with Jimmy Kimmel Live reached an additional 1.7MM viewers.

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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, Musical.ly, Vine and the rest of the social web.

The Shorty Social Good Awards will be held NOVEMBER 2017 in NYC, Date to be announced shortly.