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

Every Game is Everything - 2017 College Football on FOX Social/Digital Campaign

Entered in Multi-Platform Campaign

About this entry

Our campaign objectives were to:

1. Retain and expand the FOX Sports viewer base by driving engagement and viewership to increase our ratings SOV with College Football while celebrating the addition of the Big Ten conference within our lineup.

2. Establish FOX and FS1 as a major destination for premium College Football content.

Why does this entry deserve to win?

2017 marked the first College Football season that FOX Sports would air the Big Ten Conference in addition to the PAC 12 and Big 12. In order to amplify the occasion, FOX Sports and its AOR, 360i, developed a robust paid media campaign with significant weight supporting the effort across digital and social media.

Our campaign rolled out in 2 phases:

Phase 1: Awareness - We made a dedicated effort to educate CFB viewers that the Big Ten was now on FOX and FOX and FS1 were major destinations for premium CFB match ups.

Phase 2: In-season - We identified key match ups that would showcase the best college football games throughout the season, elevate viewership for each game, and demonstrate FOX's credibility in the space.

Our strategy used a data-driven and very targeted approach across OLV, programmatic, high-impact placements, social and digital, as well as via custom content partnerships to capture the attention of our audience.

We targeted our creative to audiences that included college football fans, Big Ten fans and persuadable "big game" TV viewers. When targeting fans of Big Ten schools, we customized each of our 14 school-specific on-air spots to the digital space - creating excitement with the individual schools intro "sting" to grab the attention of that social user, and stop them in their feed to engage.

We leveraged platforms & partners that allowed for maximum creativity, increased engagement and capturing the most qualified audience to convert to tune-in.


Results

The campaign garnered over 156 MM impressions across both phases.

By targeting CFB fans, Big Ten fans and the persuadable CFB fan, we drove tune-in intent and boosted awareness of CFB on FOX.

Using a specific video ad network partner, we were able to measure that those who were exposed to our ads online tuned-in at a significantly higher rate than those that didn't. We were also able to optimize the frequency of these ads to drive down the cost per incremental viewer and proved our overall digital marketing effectiveness.

Our content partnership with USA Today drove over 209% impression delivery via our weekly custom video executions and key matchup high-impact units throughout the season .

Social drove an engagement rate that was above industry average, and a high video completion rate Facebook was on par with industry and Twitter outperformed industry benchmarks.

All said and done, College Football on FOX with the addition of the Big Ten Conference was the most watched college football season FOX Sports has ever seen - up 23% in average viewership YoY. And, FOX was also the only network that was up YoY in the CFB segment.

Media

Video for Every Game is Everything - 2017 College Football on FOX Social/Digital Campaign

Produced by

FOX Sports

Links

Entry Credits