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

Countdown to GameDay

Finalist in Integration with Live Television

Entered in Live Streaming Video

About this entry

ESPN's underlying goal is to serve sports fans anytime and anywhere, and so the genesis of this integration came out of the desire to authentically evolve the television brand College GameDay into a cross-platform experience. Countdown to GameDay was developed to service the digital consumer across all devices and ESPN-branded digital platforms; including the ESPN App, Twitter, YouTube, Instagram, and Facebook as a pregame show 30 minutes prior to the start of College GameDay on ESPN’s linear networks. The show was built to drive awareness to GameDay and highlight the best upcoming games and network priority matchups every Saturday.

Why does this entry deserve to win?

Countdown to GameDay was broadcast across ESPN’s digital and social platforms as a 30-minute lead-in to the linear GameDay broadcast every Saturday during the college football season. The show took viewers behind the scenes of the television production, showcasing both digital and linear talent who would interact with viewers on-site and also online via comments, polls, and DMs when feeling brave. The show was constructed using serialized segments, which allowed a viewer to consume in a variety of ways. While a viewer could watch the entire 30-minute show from start to finish on the ESPN app, CGD also created 10-minute Facebook Watch episodes, 4-minute YouTube highlight-driven mixtapes, an Instagram TV series, and short-form 15-30 second Twitter videos, all within the same show. This strategy allowed us to effectively optimize for all digital platforms in a unique and resonant way. 

Results

The entire 30-minute show averaged just over 1.5 million viewers per episode over the course of 14 weeks, with the overall campaign reaching over 60M. Deeper, the College GameDay linear broadcast finished with the show’s most-watched season since 2015 and its second best since the show expanded to three hours seven seasons ago (2013). The TV show set a new time spent viewing record for the show this season, as fans watched an average of 48 minutes when tuning in each Saturday, the show’s best mark since expanding to three hours in 2013, and saw increases in key demos, including persons 25-34 and persons 25-54.

Media

Video for Countdown to GameDay

Produced by

ESPN

Links

Entry Credits