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

DQ Happy Hypothesis

Winner in Data Visualization

Finalist in Polls & Surveys

Audience Honor in Polls & Surveys

Entered in Call to Action

About this entry

DQ competes in a highly competitive category among titans like McDonalds, Burger King and Wendy’s. And while the big dogs outspend DQ, DQ has something money can’t buy: the hearts of consumers. In a recent Morning Consult survey, DQ was voted the “#22 Most Loved Brand in America,” ahead of Disney and Chick-Fil-A. The DQ brand is built around a simple idea of making people happy, so every year, DQ aims to find more happy moments for fans through food and treat. 

That’s why every year, DQ celebrates a “Free Cone Day” promotion. Held in March, Free Cone Day marks the unofficial start to spring and the DQ treat seasonality. And a day that brings happy to the world. But as a brand that stands for happy, it wasn’t enough to just assume that giving people FREE cones could inspire joy. DQ had the objective to actually prove Free Cone Day created happiness. 

Why does this entry deserve to win?

DQ is a brand known for their world famous soft serve ice cream cones. Every year, they celebrate Free Cone Day, a day dedicated to giving America free cones. It’s one of the happiest days of the year, proven by the smiles on our fans’ faces and social channels. 

But in a world obsessed with big data and analytics, anecdotal proof that America loves free soft serve wasn’t enough. So in 2019, DQ decided to scientifically test (and prove) what we already know to be true: that free DQ cones make people happy. 

Introducing Happy Hypothesis: A scientific study on the obvious. 

A data-fueled social campaign inspiring America to “Join the Study.” And by that, we mean come to Free Cone Day. Instead of just promoting FREE, DQ flipped this promotion into a “nationwide study,” encouraging all fans to “participate” by coming in to get a free cone. 

DQ commissioned an extensive research study and data gathering initiative around indisputable questions, including a national survey of 1,000 consumers that showed 92% of Americans said a FREE DQ cone would make them happy. 

Other questionable scientific methods were also conducted, like “minivan audiometrics” and “smile electromyography.” This data capture became tongue-in-cheek social content for the brand’s channels– featuring smiles, laughter, and happy soundbites from study participants as they enjoyed free DQ soft serve. 

DQ turned Free Cone Day into the largest soft serve based study ever recorded.

Results

With the Hypothesis proven and promoted, this became the most successful and happiest Free Cone Day on record. 

Media

Video for DQ Happy Hypothesis

Produced by

Barkley, Dairy Queen

Entry Credits