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 11th Annual Shorty Awards

2018 MTV EMA AR Voting

Finalist in Creative use of Technology

About this entry

MTV International's MTV EMA is a one of the biggest global music events of the year that celebrates the hottest artists from around the world. The MTV EMA brings music fans a unique, multi-platform experience across MTV's global network in nearly 180 countries and 450 million homes around the world. The 2018 MTV EMA took place in Bilbao, Spain.

After 25 years of EMA broadcasts, our fans have come to expect new and interesting ways to engage with their favourite artists each year. And as a business, we have a goal of driving innovation to keep those fans engaged and continually increasing video views on our digital content.

For the 2018 show, the EMA mobile app (on iPhone and Android, available globally in 11 languages) was a primary platform to accomplish both of those goals. The app contains everything from EMA news and standard category voting to innovative features like VR video experiences. To drive more users to the mobile experience in 2018, we strategically leveraged the fans of some of the world's biggest stars by creating a unique augmented reality experience within the app allowing them to share their love for their artist and interact with EMA content.

Why does this entry deserve to win?

Bilbao is a city famous for its rich culture of art, particularly the world-famous Guggenheim Museum. To highlight the city's culture, the theme of the 2018 MTV EMA revolved around art and design: museums, paint, sculptures, art heists, and more.

Tied directly back to the show's art theme, we built a creative AR experience that allowed fans to vote for their favourite Biggest Fans category nominee by creating and sharing customized AR sculptures of each artist. Biggest Fans is an award that allows fandoms from some of the hottest artists in the world to rally together to declare themselves the Biggest Fans of the artist. This year's nominees – Taylor Swift, BTS, Camila Cabello, Shawn Mendes, and Selena Gomez – have extremely passionate fans, so leveraging them was a no-brainer to help achieve our business goals.

Within the EMA mobile app, music and art collided! Fans created customized 3D AR sculptures of the artists nominated for Biggest Fans. First, fans would select the artist they wanted to vote for. Then they would customize the sculpture by adding various artistic elements like paint, mini-EMA trophies, and other digital design elements. Once the design was complete, fans could place their AR sculpture in their environment; whether it be their living room, bedroom, or out on the city street. The experience made it seem like you had a real-life, 3D sculpture of your favorite artist wherever you wanted, with your personal artwork adding a unique and authentic touch. When fans shared their creation with friends from the app, it counted as a vote for that artist.

While a simple idea in theory, we had to find solutions for a number of technical challenges to ensure the user experience and end product was never compromised. We also had to create, design, produce and publish the product in the Apple App & Google Play stores within the limited timelines a live global show can afford. We imported 3D models – inclusive of all artistic elements and ability to resize the object with all the assets together -- to create a one-of-a-kind user experience for voting that had never been done before. For Android specifically, we also used Sceneform, which is a 3D framework from Google that allowed us to render the 3D objects and pivot quickly in order to meet the tight timeline. Throughout the development cycle, we ensured the iOS and Android experiences, leveraging ARKit and ARCore respectively, were consistent so that fans could experience on any device they were on.

We challenged our creativity to reimagine voting and built a never-been-done-before localized AR experience to engage with our fans around the world.

Results

The nominees for Biggest Fans are some of the most beloved stars in the world, and creating this experience helped drive new users to the EMA app to create their AR sculpture and view other content within the app. AR social posts received hundreds of thousands of video views. Overall, pages views were up 499%, we increased EMA app downloads by 13% YoY, and LIVE VR viewing of the show was up 26%.

Media

Video for 2018 MTV EMA AR Voting

Produced by

MTV International

Link

Entry Credits