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

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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

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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

Find the Riddle Room

Finalist in Facebook Messenger

Audience Honor in Facebook Messenger

About this entry

Millennials, they love to travel, combine work and pleasure, and they seek the comfort of a hotel that suits all of their needs. The AccorHotels hotel group offers the rich hospitality experience they long for. However, AccorHotels' ten brands (in the Benelux) are not the first that come to mind when they search online. How can we engage the extremely social media-active millennial - with a 6-second attention span - into our hotel propositions? The answer lies in an attention-grabbing experience and an impactful narrative.

Why does this entry deserve to win?

Insight

A hotel stay is both pleasurable and adventurous, sometimes even mysterious. Discovering new places, wandering into experiences. A hotel room that really suits your needs is a room you don't want to escape. We took this insight and transferred it to an interactive game on FB Messenger.

Find the Riddle Room

We created a mysterious room that people wanted to enter; in order to do so, they had to solve three riddles to reveal the Riddle Room's secret location. The right answer gave the chance to win a complete overnight stay in the actual Riddle Room; one of the 128 AccorHotels hotels in the Benelux. With this chatbot game, we transformed FB Messenger into a mysterious hotel room filled with riddles, putting logic and numeracy skills to the test.

We used the interactive and personal features of FB Messenger to connect our target audience with the ten AccorHotels' hotel brands that vary from budget to luxury. Every Riddle Room raised awareness for a hotel brand's proposition. For example, Sofitel Legend's iconic, self-indulging and luxurious hotel experience was scripted into each riddle. Even the chatbot humanised tone-of-voice reflected the personal hospitality offered by AccorHotels' hotel concierges.

A visually engaging experience

In 30 days, we opened 10 Riddle Rooms, each with 3 custom-made riddles written and designed to stimulate curiosity. To create a visually exciting experience that felt like a personal guided tour, we utilised FB Messenger's possibilities including gif animations, videos, photo carousels, audio files, emoji interactions and even 360° photos in the webview.

The storyline of each Riddle Room was linear, but the chatbot's responses, multiple hints and witty answers created a dynamic and entertaining chat flow. As a result, the Riddle Room was the first visually engaging FB Messenger game of its kind, combining the addictive nature of solving puzzles with a highly responsive chat and game flow.

Results

We captured the attention of a hard-to-get-target and seduced them into a full experience of our hotel brand propositions: they spent an incredible average of 15 minutes in the Riddle Room.

Over the course of 30 days, ten Riddle Rooms captured the attention of our target audience. FB ads with teasing riddles drove them right into our chatbot game, resulting in these compelling statistics:

Awareness

The Facebook ads performed 67% above target, resulting in a 65.159 people that joined the chatbot game, 20.314 people played the game, a conversion of 31%.

Engagement

The players spent an amazing average of 15 minutes in the Riddle Room, instead of the average 6-second time span on Facebook. This is a total 351 days of engagement for a 30-day campaign. The game flow proved to be fluid and kept players into the game's narrative; 42.084 riddles were played and 42% finished a Riddle Room game and tried to guess the right hotel name.

Media

Produced by

Roorda Reclamebureau, NoProtocol, AccorHotels

Link

Entry Credits