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

@TheCheckdown presented by Samsung

Entered in Branded Content

About this entry

The Checkdown is a social-driven football-focused digital and social media property focused exclusively on "social news," with a steady stream of stories that fans are, or will be, talking about right now.

The Checkdown translates the games most chuckle-worthy, heartwarming, inspiring, and epic stories into relevant social features. In partnership with Samsung, our goals are simple:

1. From youth to legends, own all football related conversations

2. Broaden the NFL's content offering to engage fans with a focus on helmet off, positive and entertaining, personality driven content featuring NFL Players

3. Transport fans into end zones, sidelines, press conferences, and put them face-to-face with their football idols

4. Visually and emotionally integrate football and NFL personalities into popular culture – music, technology, lifestyle, and entertainment

Why does this entry deserve to win?

The Checkdown partnered with Samsung to bring fans as close the action as possible. Samsung provided each NFL Live Content Correspondent (LCC) with a a Samsung Galaxy Note8 smartphone to facilitate real-time sharing. A correspondent was credentialed at each NFL game with behind-the-scenes and on-field access to capture exclusive content, including tailgating, fan traditions, player arrivals, inside huddles, in-game action and more. To capture the full game day experience, LCC's would arrive three hours before kickoff and stay through the last press conference, which enabled the NFL, Clubs and Players to share the most compelling content across platforms. Each LCC was responsible for capturing photo and video content requests for all stakeholders, including both the visiting and home clubs.

As part of Samsung's partnership with The Checkdown, Samsung was the presenting sponsor of TheCheckdown.com, and had weekly custom content created around four major branded content activations on social media.

On social, the Samsung partnership with The Checkdown was broken into four major branded content activations:

-"Best Of" Series

-"Fans of the NFL" Series

-"S Pen" Series

-"Stadium" Series

The "Best Of," "Fans of the NFL" and "Stadium" series utilized the LCC Samsung-shot content in each of their weekly features.

The "Best Of" series highlighted top moments captured from Galaxy Note8 phones from the 2017 NFL season – whether it was big plays shot from the sidelines, jersey swaps or selfie videos of NFL players post game.

With the Galaxy Note8 camera, the "Fans of the NFL" series used original photos to tell the unique stories of NFL club super-fans. Each week, The Checkdown featured a super-fan and shared their story of fandom.

The "Stadium" series gave fans a birds-eye view at every NFL stadium, using the Galaxy Note8 camera.

In order to incorporate additional Samsung product into the weekly branded content, The Checkdown also created the "S Pen" series. The "S Pen" series was a creative approach to spark light-hearted conversation around NFL players, using the Galaxy S8 stylus pen.

In each post, The Checkdown credited @SamsungMobileUS and the Galaxy Note8 for capturing the content. To amplify, the @NFL social channels also shared the Samsung content to reach a larger, traditional league audience.

Results

From September to December 2017, the Samsung branded content series brought fans closer to the game of football, by capturing some of the best viral moments of the 2017 NFL season. Utilizing the LCC program, Samsung was able to own some of The Checkdown's top content during the NFL season, such as Stefon Digg's emotional selfie video directly after his playoff winning touchdown.

Overall, the branded content series overperformed in reach and impressions for The Checkdown's social handles. The average reach of Samsung sponsored content was 2254% higher than the average reach of organic content on The Checkdown Facebook handle. On Twitter, the average impressions of Samsung sponsored content were 74% higher than average impressions of organic content.

The branded content series with Samsung allowed The Checkdown to bring to light unique fans, memorable moments, and storylines of the 2017 NFL season. By capturing original content at NFL games and utilizing the Samsung product, the series was a success not only for the brands involved but also for the fans.

-164.M Total Impressions

-6.4M Total Engagements

-1.9M Video Views

Media

Video for @TheCheckdown presented by Samsung

Produced by

NFL

Links

Entry Credits