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 12th Annual Shorty Awards

Augmenting TV

Finalist in Filter/Lens

About this entry

Can social filters get more people watching a TV show?  Can they teach you something? Can they help you celebrate or mark a special day? The ABC, Australia's national broadcaster, decided to find out by letting two people loose across multiple social accounts.

Our aim was to develop and publish a wide variety of AR effects based on our broadcast TV properties, to grow our social and broadcast audiences through fun, engaging experiences designed to be shared. As a national broadcaster, our content is usually seen as being ‘safe’, ‘stale’ and our audiences traditionally sit in older age brackets. We hoped this innovative project would help change that perception.

Why does this entry deserve to win?

A team of two had 6 months (and no ancilliary budget) to create AR lenses/effects that would publicise the ABC’s current broadcast content offerings. They worked with various 3rd party rights holders to get designs approved whilst constently creating and releasing innovative AR experiences across various entertainment and factual ABC accounts on Instagram and Facebook. All up, 35 AR effect and filter experiences were released. Highlights include:

* A FB mask effect that allows kids to act as their favourite characters from hit kids TV show ‘Bluey’. This experience inspired a huge influx of UGC videos from parents and kids across the country play-acting their favourite scenes from the show and posting them on the ABC Kids Community FB page. That experience was acquired by the BBC for their international ‘Bluey’ page.

* A series of 7 effects echoed the key plot points from each episode of an innovative comedy series shown on IGTV. The effects, available on both Instagram (@abctv) and Facebook (ABC TV & iview) let audiences re-enact these plot points from the show, from eating spicy noodles on a livestream to dodgy makeup tutorials — even creating an anonymous hacker-style ransom video.

* A supporter effect to celebrate the finals series of one of Australia’s largest sporting codes, the NRL

* A quiz that asks what Australia's favourite animal is - and dresses you up as each one

* A recreation of Notre Dame released days after the fire there that revealed key facts about the incredibly historic building

* A celebration effect that allowed users to mark NYE2020 in style with golden glasses that shoot fireworks

* Effects that used 3D models of museum items to tell people the story behind these interesting and ancient objects

There are not many broadcasters in the world that have released 1 effect, let alone more than 30 across their factual, news and entertainment brands.

Results

All up, our AR experiences were downloaded more than 3 million times in 2019. A few key successes drove ~300% increases to our follower numbers and page engagement at the time of their release. We were the first broadcaster in the world to release news/factual storytelling content through AR lenses on Facebook.  We recieved a lot of feedback from audience members surprised that the ABC was leading the development of this type of content. And we have now built up a small team that will continue delivering AR effects for the various departments of the ABC. We have found that that these interactive software experiences allow audiences to engage with our brand in a way they never have before. They encourage creativity, immersion and most importantly, fun.

Media

Video for Augmenting TV

Produced by

Australian Broadcasting Corporation

Links

Entry Credits