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

NFL Snapchat

Finalist in Snapchat Presence

About this entry

The NFL's partnership with Snapchat was developed to bring the world's most popular sports league to one of the leading mobile storytelling platforms. With millions of young football fans already interacting with Snapchat on a daily basis, bringing our unique, engaging, and interactive content to the platform for this highly sought-after group to consume made perfect sense.

The NFL doubled viewership of its highlight videos to 2 million in 2018. As one of the leading platforms for millennials, Snapchat was the perfect place to bring football to our younger fan base.

The NFL's goal in 2018 was to continue creating unique content that would specifically engage our social-oriented fans, while utilizing every aspect of Snapchat to its fullest extent. We also aimed to make our NFL Snapchat Discover Channel the go-to source for the latest big plays on Sundays.

Why does this entry deserve to win?

NFL Official Snapchat Story

The NFL utilized its official Snapchat handle to provide viewers with unparalleled access to NFL games, players, and events. Most often, fans clicking into our story were greeted with exclusive, behind-the-scenes game content such as their favorite team huddling in the tunnel or up-close video of star players warming up. During games, fans were treated to a unique perspective– a side-line view of the in-game action, allowing viewers to feel like they are in the end zone for their favorite players' biggest moments. Finally, Snapchat viewers could feel like they were on the field, celebrating with the winning team after the game. We were able to capture this exclusive content and incredible access by sending members of the NFL Social team to cover primetime games for Snapchat and utilizing Live Content Correspondents at each stadium to help capture content as well. On non-gamedays, our Snapchat was home to player takeovers and behind-the-scenes action at NFL events such as the Combine, Draft, NFL Honors, and the Pro Bowl.

NFL Snapchat Discover Channel

The NFL was the first sports league to receive its own Snapchat Discover Channel. Since then, our channel has given hundreds of millions of fans around the globe the latest headlines and hot topics, trends and inside access videos, uniquely programmed for NFL fans on Snapchat. Each piece of content is selected specifically for our audience, and the storytelling, design, and animations are crafted to provide fans with the best experience on the platform.

Live Updating Highlights

NFL Snapchat rolled out live-updating Highlight Editions on Sundays throughout the 2018 regular season and playoffs. Every Sunday, fans were kept up to date with the latest big plays on the NFL Snapchat Discover Channel. From kickoff of the first game, up until the final whistle of the night game, fans were treated to rapid highlight updates showing the jaw-dropping highlights of the day. Our Super Bowl LIII Highlights Edition brought in 2.21 million unique viewers and over 42 million topsnap views.

Checkdown IG Stories

The goal of The Checkdown IG Stories this season was to combine exclusive access with discovery. On game days, our IG Stories featured videos from players in pre-game, inside-the-huddle pump-up speeches, on the field sideline and end zone content, and post-game real-time selfie reactions from players. This strategy was to bring fans as close to the action as possible every Sunday through a lens that few will ever be able to see.

On non-game days, our focus shifted to amplifying all things football-related from people outside the NFL bubble. Through submitted videos and reaching out to individuals who just post cool content on their own, we used Instagram Stories to shine a spotlight on other people's football talent and humor. Through IGS, we were able to find a string to otherwise unrelated football content.

NFL Live Stories

This season, Snapchat Live Stories were produced for every NFL game during the season, including the Pro Bowl, the Super Bowl, and other major NFL events. By combining broadcast game footage, behind-the-scenes content from the NFL's official story, unique content from team and player stories, and reaction footage from fan stories, each live story provided fans with a unique collection of content and perspectives to best cover the narrative of each game.

Results

This season, the NFL Snapchat Discover page brought in 1.23 billion topsnap views and engaged users for over 154 million minutes. Throughout the year, millions of users came to us for amazing highlights, hilarious celebrations, behind-the-scenes access, insightful analysis, and an array of fun football-related content.

Media

Produced by

NFL

Entry Credits