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

Conan and Pepsi Turn Up The Heat

Silver Distinction in Snapchat

About this entry

In summer 2017, Pepsi turned up the heat with a new limited edition beverage. Pepsi Fire – the refreshing cola with a cinnamon flavored twist – was only available for eight weeks.

Objective: To rapidly drive Pepsi Fire awareness and revenue, Pepsi introduced a summer-long Snapchat campaign that leveraged social and mobile channels - rewarding fans with instant prizes including exclusive filters and games and larger grand prizes including Nintendo Switches and CONAN tickets.

CONAN has the youngest and most socially engaged audience in late night television. They were primed to respond to a social/mobile centric promotion. The Pepsi Fire Snapchat campaign encouraged fans to Get It While It's Hot, which CONAN brought to life as lead media and fan activation partner.

Why does this entry deserve to win?

To unlock exclusive Pepsi content and experiences, Snapchatters pointed the Snapchat camera at the on-pack Snapcode and press/hold to scan. By unlocking the mobile game, consumers also entered a sweepstakes where 10 lucky winners per day took home big ticket items, including hard to find new gaming consoles, festival fly-away experiences and a chance to attend a taping of TBS's CONAN plus meet-and-greet.

An unprecedented content campaign across TV, digital and organic social integrations drove Snapchat campaign participation: 3 in-show integrations, 10 Snaps, 15 posts, 191 TV promos, and 4 massive days at Comic Con!

CONAN_PEPSI_SUMMER_FINAL_083117 (1) from Award Submissions on Vimeo.


• 5/22 Week 1: kicked off with in-show integration, 3 custom Snaps, TV promos and social posts - featuring Conan's intern Eric embracing the Snapcode promotion as a life-altering quest.

• Weeks 2 – 4: social posts, custom Snaps and TV promos extended the campaign.

• 6/19 Week 5: Clueless Gamer segment with the NintendoSwitch which culminated with Conan encouraging fans to snap to win their own Switch courtesy of Pepsi. Snaps, social posts, and TV promotion continued.

• Week 6 – 7: social posts, Snaps, and TV promos.

• Week 8: in-show integration celebrating Pepsi bringing fans Summer Moments of Joy, promos, Snaps, posts, and Comic Con teasers.

• Week 9: live Comic Con shows with on-site activation and continued social posts.

Summer is one of the most anticipated times of the year, and Pepsi Fire is going to ignite this season with an unexpected and spicy twist to our classic cola taste. We know Pepsi fans love spending time on Snapchat, and this partnership offered them a chance to Snap their way to one of one-thousand gaming consoles, a trip to Lollapalooza or a CONAN show meet-and-greet.

Results

Results: Intern Eric wasn't the big winner – Pepsi gained huge reach, engagement, and activation!

Massive demo Reach:

• +30MM fans across 9 weeks.

• Content integrations gained 47.9MM Impressions, including digital with 3.4MM Video Views.

• TV Promos reached 15MM with 41MM Impressions (A18-49).

• Increased Brand, Ad, and message recall across linear, beating category norms.

Engaging Content and social promotion:

• 8.6MM FB Impressions, 2MM FB Video Views, 7.4K Engagements.

• 91.3K engagements to branded content.

• Positive sentiment to FB (63%) and YouTube (81%) content.

• 2x more engagement on social (vs. content on Pepsi O&Os).

Snapchat and Comic Con activation:

• 171K Snapchat views

• Comic Con added 137K Twitter, FB/Snapchat videos 136K Views

• Comic Con booth and shows reached thousands per day.

• #Pepsi Twitter mentions increased 12X on day 1 of the #ConanConCampaign.

Media

Video for Conan and Pepsi Turn Up The Heat

Produced by

Turner: TBS

Link

Entry Credits