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

Mountain Dew’s ‘Rig Up’ Brings First Branded Chatbot to Twitch

Winner in Chatbots

About this entry

Mountain Dew is the unofficial fuel of gamers everywhere. To solidify Mountain Dew's positioning in the gaming world we created a compelling, authentic and engaging campaign optimized for an audience on Twitch, called Rig Up. The program was meant to drive followers on the Twitch channel, increase engagement during live broadcasts, and elevate brand advocacy among new and existing viewers.

To achieve this, Mountain Dew developed a custom bot, DEWbot — the first ever branded chatbot on Twitch — that integrates with the Twitch platform. The bot helped give fans the chance to score unprecedented prizing, engage with the bot, provide consumer data and ultimately help co-create a custom Origin Gaming Rig.

Why does this entry deserve to win?

Twitch is the world's leading video platform and community for gamers, where more than 45 million gamers gather every month to broadcast, watch and chat about gaming. We tapped into this unprecedented audience to reach gamers everywhere who are highly engaged. During streams, users are already accustomed to dealing with bots native to the Twitch platform, but we wanted to take this to the next level.

So, we created a fully customized, white labeled chatbot to integrate with Mountain Dew's Twitch channel – the first-ever branded chatbot on the platform. 'DEWbot' fully facilitated the larger promotion, Rig Up, whereby we developed an epic partnership with PC gaming rig manufacturer, Origin PC, which brought fans a primetime Twitch livestream jam-packed with exclusive content and prizes, including a fan-assembled Super Gaming Rig worth $50,000.

For eight weeks, we broadcast each live episode from our Twitch studio—complete with guest appearances from pros, top gaming hosts, and industry insiders. Each episode highlighted a core gaming rig component for the Super Rig, and we called on DEW Nation to tune in and help us co-create it for release.

We developed DEWbot with the following strategic functionalities in mind:

Real Time Engagement

During each episode, DEWbot continually pushed out polls within the chat stream highlighting the weekly components that users could vote on. As users voted, the bot recorded results, allowing on-air hosts to update the community in real time and determine a winning component for the Super Rig at the end of each episode. Each weekly vote earned users an entry into the Grand Prize Drawing for the Super Rig, data that was collected and recorded in the backend admin of the bot.

Award Prizing

Additionally, the bot rewarded users who were present during the stream with incredible Instant Win prizes. By randomly selecting registered users who were tuned in real-time to the stream to win epic gaming prizes, we drove consumer sentiment and return visits.

Collect Data

We created a backend system to allow Twitch users to register with DEWbot, connecting the user directly to the bot to allow data collection that enabled brand communication, including Whispers directly on the Twitch platform. This data allowed us to develop insights about our Twitch community previously unavailable from the platform to better understand, serve, and communicate with them.

Drive Conversation

Prior to launch, we researched our fans' and other Twitch fans' frequently asked questions and developed strategically timed prompts in the unique DEW voice to help users participate in the promotion, spark ongoing conversation, and welcome fans of our influencer guests to the channel.

Future Utility

Sure, the bot gave fans the chance to score unprecedented prizing through the Rig Up promotion, but through its custom build it is able to seamlessly extend into future promotions as necessary. This includes easy access to user data and program statistics.

Results

Not only did DEWbot bring Mountain Dew notoriety in the gaming community for being the first-ever branded Twitch bot, but it successfully drove the following metrics, far exceeding program goals:

- 550% increase in in-stream conversation during the promotion

- 265% increase in Mtn Dew Twitch fans

- 572% increase in channel engagement

- 190K unique in-stream viewers

- 11.6K hours of branded content watched

- 1,270% increase in the Average Viewers Per Stream benchmark

- 48 influencer callouts with 86K estimated total views

Media

Produced by

Motive, Mountain Dew

Link

Entry Credits