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

Chevy Trick-or-Treat

Winner in Facebook

About this entry

Our Facebook followers were probably thinking "not another generic holiday post." And they were right. It wasn't. Introducing the first virtual trick-or-treat experience, where we converted all six Chevrolet Facebook channels (@Chevrolet, @ChevyTrucks, @Corvette, @ChevroletCamaro, @ChevroletCruze and @ChevroletElectric) into one neighborhood. We knew holiday posts typically underperform, so rather than ringing the same doorbell we decided to do something totally different that leveraged the American tradition of Halloween.

Why does this entry deserve to win?

The biggest challenge was figuring out how to seamlessly transform all six channels into a neighborhood regardless of how many of them were visited. So, we mapped out an approach where it didn't matter what channel our trick-or-treaters started or ended on. First, we designed a digital neighborhood, providing a visual to each channel in the form of garages. Each garage uniquely matched the demographic and passions of the channel's (or vehicle's) target audience. For example, we know our Camaro followers are car enthusiasts, so we decorated the garage with their interests in mind. Each garage followed a similar format.

The digital neighborhood was then converted into channel-specific videos inviting each viewer to partake in our virtual experience. Each video needed to establish the neighborhood, grab the viewer's attention and provide a reason to engage and make the viewer aware of the next channel along the route.

It wouldn't be trick-or-treating without passing out some treats. So, each video contained a trivia question that prompted viewer responses, and in return some of those viewers were mailed physical gifts. For example, one treat was a Chevy Camaro clock, which was hanging on the back wall of that channel's garage.

On the day before Halloween, we posted a teaser video on each Facebook channel, informing our followers to come back and take a stroll through our neighborhood. The next morning our trick-or-treating experience went live across all six channels. Throughout the day our community managers were highly engaged with our fans.

Results

The goal was to encourage fans to explore new pages they may have not previously considered, which would increase traffic on each of those channels, and improve opportunities to share the experience.

So where does this leave us? We generated 551,000+ organic impressions across the channels with a 95% video completion rate – all without paid media. And here's the really fun part: 25 fans received real Chevy gifts that were featured in our garages.

On a day that typically underperforms in social media, we think it's safe to say these results were more of a treat than a trick.

Media

Video for Chevy Trick-or-Treat

Produced by

Weber Shandwick, Digital Image Studios, Chevrolet

Links

Entry Credits