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

NFL Network Social Experience

Winner in Integration with Live Television

About this entry

The NFL Network's goal is pretty simple--Get Social! With an assortment of social platforms available, there is no shortage of user generated content, and that content was access to see football and fandom thru the lens of our players and fans. Social content is valuable in that it served as a beacon in planning our shows. What was trending? What did our audience care about? What were they talking about? Those factors guided and helped us prioritize content within our shows--we merged social content with our football content and it's become so ingrained in our workflow and narrative that the merger of the two is seamless. This year was a banner year for us in terms of social integration into live TV primarily because we have been able to internally develop social tools that are proprietary to the NFL Media Group. By understanding how social works and the affect it has on our digital citizens, we are pushing ahead in developing for this ever-changing technology--taking social integration to another level.

Why does this entry deserve to win?

This year, our strategy was to create efficiencies that allowed us to take more content to air. Content was content, regardless of where it was sourced.. We developed and created a variety of social segments that highlighted the best social content from clubs, players and fans. Descriptions and links below.

Drawing Board

Our "Drawing Board" app is by far our favorite development this season. We commissioned our in-house Real-Time Systems team to build a touchscreen app that mimicked the logic of social apps like Snapchat and Instagram. The app allowed us to enhance photos with text, emojis and stickers. It was a game-changer as it created a new vehicle for us to tell a story and engage in conversations and debate in a manner that is relatable to our younger demographic.

Snapchat & Instagram Stories

Another game-changer for us was finding a social tool that helped us pull in Snapchat and Instagram Stories. SO much video content is created for both of these platforms, but with no way to thoroughly curate, let alone shift content to air, we were missing out on a lot of great social material. We used to employ a very manual process thus limiting how much we could take to air. This year, we partnered with a vendor who listened to our needs and developed a tool that allowed us to curate and take Snapchat and Instagram Stories quickly to air.

Fandom Friday

Our Fandom Friday segments continue to be a fan favorite. We post polls for our fans to weigh in on and pay off the results every Friday. Occasionally, celebrities like Joe Manganiello and Jordan Fisher come into studio to help us reveal the winning results

Julian Edelman & Tom Brady "Bromance"

We source social content and utilize our custom touchscreen templates to produce fun and engaging segments with our Super Bowl winning players

Break The Internet

When the ultimate football moment happens and Twitter explodes, we capture the fervor and jubilation in a segment called "Break The Internet".

Social Blitz

Our Social Blitz segment puts a spotlight on the most engaging social content from the day. Most of the time, it's fun and silly or outrageous content--to end our show with a laugh. But one of our best examples this season was more touching than silly. We sourced social content showing all the ways every day people in our social community supported Todd Heap's family and their #HugsFromHollyDay, utilizing our platform to share a heartwarming

Results

Television ratings continue to plummet, our slate of programs saw an uptick across the board. In fact, excluding Thursday Night Football, 2017 was NFL Network's most watched regular season ever (2006-present). Our signature daily show, NFL Total Access experienced a 9% increase during the regular season. Our Sunday pregame show GameDay Morning saw a 10% gain across all demographics while our biggest surge was 27% gain in rating by Aftermath. Ten of our NFL Media programs experienced increased viewership this season. Digitally, our show handles saw positive growth every month with double digit increases in followers last [email protected] (+21%), @NFLTotalAccess (+13%) and @NFLFantasy (+27%). Additionally @NFLGameDay experienced a 71% increase in interactions. We strongly believe while ratings drop, we're able to stay relevant and attract viewers by merging and integrating social and digital content into our live broadcast shows.

Media

Video for NFL Network Social Experience

Produced by

NFL Media

Entry Credits