entries for the 11th annual shorty awards are open now enter!

11th Annual Shorty Awards Categories


See below for official categories. The early entry deadline is November 29th, 2018.

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 10th Annual Shorty Awards

Marriott Rewards: NFL Gamified Instagram Stories

Entered in Instagram Story

About this entry

Marriott Rewards and the National Football League (NFL) enjoy a year-long partnership designed to enable once-in-a-lifetime experiences to the loyalty program's most ardent and fervent football fans. With the NFL's regular season lasting 17 weeks, Marriott Rewards needed a fresh, always-on marketing solution that increased awareness of the partnership and opportunities available to members.

Why does this entry deserve to win?

During the summer of 2017, Marriott Rewards spotted a trend within Instagram Stories where content creators were "hacking" the native features of the platform to create a gameified experience. Transforming the Instagram Stories experience from passive viewership to active engagement was the perfect fit for the program's exciting NFL partnership.

Marriott Rewards collaborated with notorious Instagram Stories hacker Pablo Rochat to create four different Instagram Stories concepts, hacking the platform to develop gamified experiences around cornhole, field goals, the coin toss, and of course — scoring a touchdown. Viewers were challenged to "tap and hold" (pausing the story) at critical moments to "win" the game.

Upon seeing strong organic success, the program amplified its Instagram Stories via paid media campaign to ensure always-on engagement throughout the NFL regular season. Optimizing against its most effective stories, Marriott Rewards capped off the season by resharing its most successful Story throughout the weekend of Super Bowl LII.

Results

By gamifying the Instagram Stories experience, Marriott Rewards saw significantly higher completion rates (+20% above brand average), with thousands of viewers tracking forward and backward throughout the story to "replay" the game. Additionally, members often replied to the Stories to let the program know that they "won" the game!

In a paid media flight of less than five weeks, the Instagram Stories amassed 13 million impressions (+106% above goal), with an estimated ad lift of 8% (higher than the Marriott portfolio average).

Media

Video for Marriott Rewards: NFL Gamified Instagram Stories

Produced by

Marriott Rewards, Pablo Rochat, NFL, Wavemaker

Entry Credits

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, YouTube, Snapchat, Instagram, Twitch, TikTok, and the rest of the social web.

The Shorty Social Good Awards will be held November 15, 2018 in New York City