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

The Alienist: How Social Led to a Record Setting Premiere

Entered in Television, Facebook Video

About this entry

Turner and Fullscreen partnered to launch TNT's largest original series of all-time, The Alienist, with a multi-platform, video-first campaign that gave the 19th century thriller a social focus exploring the madness that lies within us all.

Why does this entry deserve to win?

Capitalizing on the draw of an A-list cast (Daniel Bruhl, Luke Evans, and Dakota Fanning), Fullscreen's strategy was to tease the emotional and high-stakes narrative by focusing on character and thematic video to create moments of impact that broke through the noise online.

The pre-premiere campaign focused on broadening awareness on Facebook by leveraging a varied roster of elevated video pieces:

Serialized 90-Second Narrative Ads

Elevated Character Vignettes

Talent-Driven Facebook Lives

Thematic Facebook Canvas

Facebook Watch Series

Social Event Coverage

Tastemaker Video

During the premiere itself, we continued our video-first approach on Twitter with an innovative live tweeting strategy that leveraged character videos posted in real-time around key moments in the narrative as they aired.

Then, in the days that followed, a creative approach to Instagram Stories that featured recaps for each episode in the form of chapters extended conversation, with engaged viewership holding above 90%.

Results

Our campaign resulted in record tune-in for a drama on TNT with Deadline citing digital's impact as a major driver:

"The first episode also counts among its accomplishments a record digital opening for TNT. It generated more than 4 million total minutes watched on TNT's apps and sites, sparking more than 10 million social engagements."


Media

Produced by

Fullscreen, Turner

Link

Entry Credits