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

TRL

Winner in Twitter Presence

About this entry

More than any other platform, Twitter is a social hotbed of real-time engagement, identifying trends and stories they happen. With the relaunch of MTV's TRL, the objective was clear: how do we fuel fandoms and get them energized around their favorite acts as they appear on the show? The aim of an iconic television program like TRL is always to be a flagship program for iconic cultural moments, but with a new, socially-wired generation, it's more important than ever to bring the moments to them—and to do so in an engaging, relatable manner.

Why does this entry deserve to win?

The three ways we aim to stand out on Twitter are simple: voice; show engagement; and original content. Regarding voice, our team developed a very unique social strategy focused primarily on reflecting the tone of our core audience and creating meaningful engagement with them—oftentimes with content that has nothing to do with the show! Hilarious and offbeat tweets like "if anyone's looking for me I'm hibernating" and questions like "name a song you loved way before you realized it was FILTHY" garner thousands of engagements, often from people who are begging to know who the mysterious person behind the account may be. We keep this unique and engaging social voice throughout all of our social platforms, but Twitter is where it's most prominently on display.

When it comes to linear programming, Twitter is the prime platform for users to impact the show: we solicit questions from talent via Twitter, and our "Requestion of the Day" is posed each afternoon to our Twitter followers, with their answers being featured live within the show. We live-tweet every single show, every day it airs, often creating GIFs of key moments as they happen for fans to share. Our strategy across platforms is to get key moments up on social as soon as possible, which means providing high-quality, full 16:9 clips directly on Twitter after the show for those who can't wait to see and share the action again, from engaging discussions to eye-popping performances. Like Facebook, Instagram and YouTube, Twitter is additionally a hub for original video featuring show talent playing fun games and introducing themselves to our audience.

Our #MORNINGBOP franchise is a social-editorial hybrid that presents a fantastic song to wake up to each morning while also giving fans the latest music and entertainment headlines—together with #FRESHOUT, they get our users engaged and excited for the day ahead.

Results

To date, TRL on Twitter has accumulated more than 6.8 million Twitter video views and over 3 million Twitter engagements (source: Omniture). On February 1st, musical guest BROCKHAMPTON helped fuel our first nationwide trending hashtag, wherein #BrockhamptonOnTRL trended from 3pm to 6pm. TRL's engagement rate on Twitter outstrips everyone we consider competitors, from other talk shows like The Ellen Show, Jimmy Kimmel Live, The Late Late Show with James Corden and The Tonight Show with Jimmy Fallon, among others, to music and culture brands like Billboard, Genius, Fader, Noisey, Entertainment Tonight and Complex (source: Tubular, 10/2/17—2/6/18 ranked on total engagements/followers). Our content has been directly engaged with by A-list acts like Maroon 5 and Camila Cabello. Within Viacom's family of programs and networks, our Twitter engagement rate ranks as the best show or brand account within all of Viacom, even ranking ahead of parent brand MTV (source: Tubular).

Our Twitter account not only stands out within TRL's unique social strategies and platforms, it stands out amongst its competitors as a leading voice in highlighting what's happening now and which names and acts in culture are up next. It's both a place to get the supplemental real-time content from our daily live television show and a unique environment for followers to get meaningful 1:1 engagements with the brand first-hand.

Media

Produced by

MTV

Links

Entry Credits