ENTER THE 2021 SHORTY IMPACT AWARDS

Previously known as the Shorty Social Good Awards, the Shorty Impact Awards is an awards program created to raise global awareness around the positive impact brands, agencies and non-profits can have on society.

Social Campaigns

Community

Arts & Culture

Civic Engagement

Disability Awareness

Diversity, Equity & Inclusion

Gender Equality

Education & Community

Financial Literacy

Public Safety

Youth & Family

Environment

Conservation & Preservation

Sustainability & Renewable Energy

Social & Racial Justice

Animal Rights & Welfare

Humanitarian Aid & Developing Nations

Social Justice & Human Rights

Racial Justice

Veteran & Service Support

Health & Wellness

Fitness & Nutrition

Mental Health

Public Health

Reproductive Health

Grassroots

Grassroots Efforts

Self-Defined (Social Campaigns)

Self-Defined

Social Presence

Single-Platform

Clubhouse

Discord

Facebook

Instagram

LinkedIn

Pinterest

Reddit

Snapchat

TikTok

Triller

Tumblr

Twitch

Twitter

YouTube

Multi-Platform

Multi-Platform

Emerging Platform

Emerging Platform

Social Hit

Single Post or Activation (viral)

Clapback

Social Engagement

Community Management

Community Management

Engagement Tools

Access & Rewards

Call to Action

Chatbots

Contests

Gamification

Polls & Surveys

Integrated Experiences

Fundraising

Live Events

Shopping

Television

Real Time Response

Real Time Response

User Generated Content

User Generated Content

Self-Defined (Social Engagement)

Self-Defined

Social Partnerships

Brand Partnership

Celebrity Partnership

Entertainment Partnership

Influencer Partnership

Non-Profit Partnership

2021 SHORTY PHENOM AWARDS

Previously known as the Shorty Social Good Awards, the Shorty Impact Awards is an awards program created to raise global awareness around the positive impact brands, agencies and non-profits can have on society.

Individuals

Account Management

Analytics

Animation

Art Direction

Brand Marketing

Campaign Management

Communications

Community Management

Copywriting

Creative Direction

Culture

Data Analysis

Design

Editing

Illustration

Partnership Management

Photography

Production

Project Management

Public Relations

Research

Sales

Strategy

Talent Management

Self-Defined

Team

Account Team

Analytics Team

Client Team

Communications Team

Community Team

Content Team

Creative Team

Culture Team

Design Team

Legal Team

Marketing Team

Partnership Team

PR Team

Production Team

Research Team

Sales Team

Social Media Team

Strategy Team

Video Team

Self-Defined

Leader

Account Team Leader

Analytics Team Leader

Client Team Leader

Communications Team Leader

Community Team Leader

Content Team Leader

Creative Team Leader

Culture Team Leader

Design Team Leader

Legal Team Leader

Marketing Team Leader

Partnership Team Leader

PR Team Leader

Production Team Leader

Research Team Leader

Sales Team Leader

Social Media Team Leader

Strategy Team Leader

Video Team Leader

Self-Defined

Voice

Clubhouse Voice

Discord Voice

Facebook Voice

Instagram Voice

LinkedIn Voice

Pinterest Voice

Reddit Voice

TikTok Voice

Triller Voice

Tumblr Voice

Twitter Voice

YouTube Voice

From the 10th Annual Shorty Awards

ASICS® Tap to Fly Challenge

Winner in Gamification

Finalist in Instagram Story

Entered in Contest or Promotion, Instagram

About this entry

ASICS® released three shoes utilizing their Flytefoam® technology as part of the "Feel Fast" campaign. Flytefoam® is their innovative cushioning which makes their running shoes some of the lightest available today.

In an extremely competitive category, ASICS wanted to capitalize on its leadership as a running brand, to ensure it's seen as a cutting edge, go-to expert within the running community. To do this, the brand needed to show its Core Runner target audience that it has the right gear (in both looks and function) for their runs – this included demonstrating that ASICS achieved the perfect balance between comfort and lightness via its FlyteFoam technology.

Why does this entry deserve to win?

The ASICS target audience for this campaign was the Core Runner - a group of runners comprised of those who are focused on speed, and those who want to set and achieve goals. By gamifying relevant social content and including a "race/speed" component, ASICS was able to keep these runners excited and actively engaged with the brand.

We know that a runner can recognize a fellow runner, so to maintain our voice of authenticity we chose real runners for our shoots. And we chose locations and times popular with the runners of Chicago: sunrise along the river and late afternoon through the city streets. We tracked our runners as they ran by the bridges, the trains and the architecture of this city to pique our players interest in both the shoes and the run itself. Throughout the stories, we drove the users to keep going, faster and faster, to reach the reward at the end of the run–a chance to win the shoes.

By hacking the inherent functionality of Instagram stories, we turned multiple videos and dozens of stills into the interactive game, Tap To Fly. Fans "controlled" three runners making their way through the city by tapping through a series of Instagram Story frames like a stop motion flip book. The faster they tapped, the faster the runner ran. Once they crossed the finish line to the last frames, they completed the game by sharing a screenshot of the shoes to be entered to win a pair of shoes. As screenshots were captured and shared, more and more eyes were on our shoes and our game.

Results

Generated 11.9M social media impressions

7M organic engagements on our Instagram stories

98% engagement rate on our stories

Facebook results

Media

Video for ASICS® Tap to Fly Challenge

Produced by

Critical Mass, ASICS®

Link

Entry Credits