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

Inside All-Star Week with MLB Network

Finalist in Sports, Integration with Live Television

Audience Honor in Sports, Integration with Live Television

About this entry

MLB All-Star Week is one of the marquee events on the baseball calendar each season, bringing together its best players and future stars. MLB Network sought to provide fans at the game and across the country with a front-row seat to the Midsummer Classic through behind-the-scenes, social-first content featuring the 2018 All-Stars, top prospects and MLB Network's own roster of former All-Stars and talent. Coupled with its television coverage, MLB Network could truly give viewers wall-to-wall coverage of the 2018 All-Star Game in Washington, D.C. from multiple angles and platforms, giving fans the ultimate insider's perspective!

Why does this entry deserve to win?

MLB Network took two approaches to bring fans inside All-Star Week. The first delivered content that gave unique access and the second approach involved fans in MLB Network's social efforts, allowing them to be part of All-Star Week.

MLB Network brought fans on the field, behind the scenes and around the ballpark at All-Star with unique content across its platforms. Social media took fans on-field for batting practice, providing Facebook and Instagram Lives, along with other content close to the action. They gave fans the player's perspective – getting All-Stars to wear Snapchat Spectacles in the field or while hitting – to take them inside life as an All-Star. Off the field, MLB Network gave fans exclusive access, too. When players arrived on the Red Carpet before the Midsummer Classic, analysts Cliff Floyd and Carlos Peña were there as social media fashion reporters for the first time. They chatted with All-Stars about their Red Carpet outfits in social-first videos. MLB Network also brought Facebook users live inside the broadcast booth during its Sirius XM All-Star Futures Game telecast with announcers Greg Amsinger, Harold Reynolds and Jim Callis to see what it's like to call the action. Additional content around the ballpark was posted, giving fans a sense of the All-Star Week atmosphere.

Fans were brought closer to All-Star Week by involving them in the conversation. Scott Braun hosted fans live on Facebook and served as a conduit to All-Stars during Media Day. As Scott interviewed players, users commented with questions for Scott to ask the All-Stars, providing them a chance to interact with their favorite players! Host Robert Flores believes that only kids should bring gloves to games, not adults. His #StopAdultsWithGloves campaign was tested when he ventured into the crowd during the Home Run Derby. In social-first videos, he talked to adults about their feelings on bringing gloves to games. Robert was even alongside a fan when he caught a home run ball – with his bare hand! MLB Network also made fans a larger part of the All-Star Twitter conversation by retweeting users, replying to their tweets and soliciting their opinions via Twitter polls.

MLB Network involved its fan base by contributing their social content to its linear TV shows. User comments and videos from the ballpark during the Home Run Derby and All-Star Game were featured in its post-event shows. Fans saw their content shared by MLB Network on social media and on live television! MLB Network also integrated much of its own social content into shows. Conversely, on-air content was posted to social media. When superstar Manny Machado, rumored to be traded, and his nephew J.J. appeared on "MLB Tonight," Pedro Martínez asked J.J. where he'd like to see his uncle play. J.J. replied, "the Yankees." The clip was quickly published to social media, resulting in 300,000 views. By making social content available on TV and posting on-air content to social media, MLB Network gave fans a front row seat to the All-Star Game on their preferred platform.

Results

MLB Network saw success across several metrics for its All-Star Week campaign. MLB Network's social media content surrounding the All-Star Game saw more than 4.6 million video views across their platforms, topping previous All-Star highs. This included a 120% increase in video views on Instagram and 73% increase in views on Twitter over the previous season's Midsummer Classic. Social media content also garnered more than one million engagements, featuring a 57% increase from the previous season on Twitter.

Results were seen on a more hands-on level, too. MLB Network's two Facebook Lives from All-Star Media Day, which gave fans the chance to ask questions directly to the players, saw 681 comments from fans watching. During MLB Network's exclusive broadcast of the Futures Game, #FuturesGame was the #2 trend nationally on Twitter. This was particularly impressive, given that this game was competing with a number of MLB regular season games at the same time and featured players who have not yet become household names in MLB.

In all, MLB Network reached its goal of providing fans with a front-row seat to the 2018 MLB All-Star Game. By giving fans the chance to ask questions to their favorite players, providing exclusive on-field content from around the ballpark and the players' perspectives, taking fans around the ballpark during the All-Star events, and making them part of its on-air coverage, MLB Network made fans feel like they were right there with them.

Media

Produced by

MLB Network

Links