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

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Disability Awareness

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Environment

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Self-Defined (Social Campaigns)

Self-Defined

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Self-Defined (Social Engagement)

Self-Defined

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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

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Sales

Strategy

Talent Management

Self-Defined

Team

Account Team

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Legal Team

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Self-Defined

Leader

Account Team Leader

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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

Tap of War

Winner in Instagram Story

Audience Honor in Instagram Story

About this entry

We had the task of breaking into a new media for the brand: Instagram Stories. Sounds like a normal trajectory for Slurpee who have a younger demographic audience, right? Well, they may have a normal trajectory, but they definitely don't have a normal brand. Slurpee is rainbow-filled, cheeky, high-energy, inclusive and taste-quenching. So our challenge was we injecting a little of that into Stories, blowing our audiences expectations of crazy content out of water (or icy cold Slurpee).

Why does this entry deserve to win?

We looked at using the existing Story features in mouth-watering ways to create delicious content. We entertained the idea of getting artists to create in-Story pieces of art around content, similar to Instagram legend Sean Charmatz. But it just didn't feel like it would excite our audience enough.

So instead, we transformed a content-viewing platform into a gaming platform to represent the playful, energetic brand and get fans tapping back for more. We hacked Stories by using the left and right functionality in a never-before-seen way to create a high-intensity two-player game of skill.

The gamified and competitive Instagram Story worked by grabbing a mate, tapping as hard and fast as you can to drag the Slurpee onto your side. And the prize? Well, that was up to Slurpers. It worked similar to a wager bet, which saw our weird and wonderful audience bet on things like: wearing a chicken costume in public, eating a tablespoon of hot sauce and of course, many many Slurpees shouted.

Results

Our Slurpers couldn't get enough. After the 24-hour story ended, we saw:

- Close to 400,000 total taps, which is over 4.5 taps a second

- 6 rematches per player

- Facebook recognise it as a Best Practice and Innovation case study

All without a dollar put behind it.

Heaps of Slurpers from around Australia slid into our DMs to let us know their wagers, with plenty of winners scoring a free Slurpee from their mates. Let's just hope we don't receive any complaints of carpal tunnel from too much gameplay in the future!

Media

Produced by

Isobar Australia, Slurpee

Link

Entry Credits