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10th Annual Shorty Awards Categories

Entries for the Shorty Awards are open now! Official categories listed below.
The early entry deadline is November 30, 2017

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.

From the 9th Annual Shorty Awards

Gone Fishing

Entered in Retail & E-Commerce

About this entry

OBJECTIVE

Gone Fishing is an annual nationwide Bass Pro Shops campaign focusing on encouraging people to act as fishing ambassadors and pledge to bring someone fishing—especially children. Through our #gonefishing tag, people are encouraged to share their involvement and post images of their involvement. To increase reach, we work with a group of sports celebrities and top anglers from the world of professional fishing who all share #gonefishing socially as well.

Through Gone Fishing, we also promote donating to "Teach a Child to Fish", a non-profit organization focusing on teaching and mentoring youth through fishing programs.

Our overall objective is to promote fishing and to grow the sport by introducing new participants.

Why does this entry deserve to win?

STRATEGY

In addition to posting about the in-store event and broad campaign, we strongly encourage people to participate in Gone Fishing by sharing fishing imagery with the #gonefishing tag, and pledging to introduce fishing to someone new. This sharing activity increases reach and engagement, which exposes the message to even more people.

Our social strategy for Gone Fishing focuses on three channels: Facebook, Twitter, and Instagram.

We have several components, each of which are designed to drive traffic and engagement in unique ways.

Components:

Tag Your Fishing Photos with #gonefishing

Post a picture of you fishing and tag it with #gonefishing. To prime the tag, we work with a group of over 10 sports celebrities and fishing pros, all who post fishing imagery with the tag and a message encouraging their followers to do the same.

Take the Pledge and enter to Win a Fishing Trip

Social posts can drive people to an online form where they can "Take the Pledge" to take someone fishing. Doing so enters them into a sweepstakes with a high-value fishing excursion as the grand prize.

In-Store Event

For two weekends, we feature an event at our 70+ retail locations. At this event, we promote fishing skills workshops, kids' activities and giveaways, as well as the opportunity to fish (catch & release) in a large on-site pond. All event-related activities include ties to the #gonefishing tag so people can share their experience.

Gone Fishing Social Giveaway

For the duration of the in-store event, we promote our social giveaway with prizes of two Kid Casters Rod & Reel Combos each day to a winner selected from social posts which included our #gonefishing tag.

Results

Media

Produced by

Bass Pro Shops

Link

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, and the rest of the social web.

The 10th Annual Shorty Awards will be held in April 2018 in NYC.