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

Pepsi x 2019 MTV VMA – Video Vanguard Award Takeover

Finalist in Integration with Live Television

About this entry

With loyal and occasional cola drinkers shifting towards healthier beverages, the carbonated soft drink category has been declining. But Pepsi fans know what they like: from binge watching music content to cheering loudest at concerts, our target is unapologetic in their love of music, pop culture, and of course, Pepsi. To pay tribute to this audience, Pepsi would need to act as an emcee to a fan-first moment like no other.

 

It’s no secret that Award Show ratings have been declining in the face of cord cutters and behavioral shifts favoring social media. As a long-standing VMA collaborator, Pepsi found an opportunity to break the traditional Award Show integration mold to deliver a true fan-first moment. Pepsi uncovered an insight around fellow unapologetic icon, Missy Elliott that would elevate our cola drinkers’ passion for music and serve as the strategic platform for the campaign.

With the fans top of mind, Pepsi set out to deliver a 360-program that would drive engagement, brand favorability, and ultimately reinforce Pepsi’s connection to music.

 

Why does this entry deserve to win?

Pepsi, a longtime collaborator of the VMA’s, noticed a surprising trend in social conversation during the 2018 VMAs.  While JLo was the #1 trending tweet as the 2018 Video Vanguard honoree, Missy Elliott garnered nearly as many mentions[1]. Impassioned fans took to Twitter to declare August 20th, the day of the 2018 VMA’s, #MissyElliottAppreciationDay. Pepsi recognized the same unapologetic nature of Missy Elliott and her fans as it did with Pepsi drinkers. With that initial spark, Pepsi fanned the flame that would set the stage for VMAs 2019.

 

By tapping into fan-first insights, Pepsi “flipped and reversed” the traditional sponsorship script to craft a 360-program with a distribution strategy that celebrated Missy and let her fanbase live out their unapologetic love.

 

 

[1] Crimson Hexagon ForSight, Jan 2018 - April 2019 

[2] Esquire, This Is the End of the MTV VMAs As We Know Them 2018  https://www.esquire.com/entertainment/tv/a22798557/this-is-the-end-of-the-mtv-vmas-as-we-know-them/

[3] VOGUE BUSINESS, Gen Z Wants Something Very Different From Streetwear, 2019 https://www.business2community.com/strategy/why-millennials-value-experiences-not-stuff-02142266

[4] Business 2 Community, Why Millennials Value Experiences, Not Stuff, 2018 https://www.business2community.com/strategy/why-millennials-value-experiences-not-stuff-02142266

Results

Pepsi’s efforts surrounding Missy’s VMA Vanguard successfully drove brand results:

 

[1] Viacom O&O Performance, Crimson Hexagon (8/10-9/30)

[2] 2019 Viacom Ad Effectiveness & Sponsorship Integration Study

 

Media

Video for Pepsi x 2019 MTV VMA – Video Vanguard Award Takeover

Produced by

OMD, The Content Collective, Viacom Velocity, PepsiCo Beverages North America

Link

Entry Credits