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

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Self-Defined (Social Campaigns)

Self-Defined

Social Presence

Single-Platform

Clubhouse

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Triller

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Twitch

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Multi-Platform

Multi-Platform

Emerging Platform

Emerging Platform

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Community Management

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User Generated Content

Self-Defined (Social Engagement)

Self-Defined

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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

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Strategy

Talent Management

Self-Defined

Team

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Legal Team

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Self-Defined

Leader

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Client Team Leader

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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

Let's Ragnarok

Gold Distinction in Multi-Platform Partnership

Entered in Gaming

About this entry

King, the creators of Candy Crush, wanted to launch Legend of Solgard, a new mobile game, in a way that would appeal to gamers and differentiate themselves from previous titles.

The surprisingly tough RPG had an unfamiliar IP and a specific audience of strategy-focused gamers who are generally skeptical of sponsored brand partnerships. To make a splash we needed to speak their language and tap into their affinity for epic challenges, quirky internet behavior and gaming personalities.

Why does this entry deserve to win?

Our strategic approach led us to lean into absurdity and give popular streamers a heated challenge and scorching hot YouTube unboxing.

First, we took the game's fire vs. ice theme and bottled it in the form of a custom "Solgard Scorcher" hot sauce—primed for YouTube's creator culture and epic challenges.

Then, we froze phones with the game in solid blocks of ice and sent them to popular strategy-focused gaming influencers across the U.S. in personalized treasure chests.

Influencers were challenged to get weird and creative with how they were going to unbox their special delivery and accept the hot sauce challenge, all while introducing the surprisingly difficult mobile game to their fans.

Additionally, we extended our campaign to where gamers and modern culture live: Complex. By partnering with their hit YouTube show, Hot Ones, we delivered a first-of-its-kind brand integration in which our Solgard Scorcher sauce was sampled and conquered alongside legendary hot sauces by host Sean Evans and renowned celebrity chef and gaming enthusiast Eddie Huang.

Results

The campaign garnered over 8.6 million social impressions and over 228,000 engagements. It activated across 19 influencers, ranging from niche gamers to A-list celebrities like Eddie Huang, generating a trending YouTube video and propelling the game to the #1 RPG in the app store.

Media

Produced by

Big Spaceship, King Digital

Links

Entry Credits