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

Minshew Mania

Finalist in Physical & Digital

Entered in Integrated Campaign

About this entry

After Gardner Minshew lit the football world on fire, we wanted to take the mania to the next level. We needed to strike while the iron was hot and by Week 6, Minshew was radiating the kind of swagger you only see from icons.

It was time to harness the mania and unleash it all at once.

Why does this entry deserve to win?

We leveraged every angle we could to build an incendiary cultural moment around a game that was otherwise one of the most bland matchups of the season. We got the #1 reporter in sports (Adam Schefter) to announce the campaign, got social sensation Bob Menery to voice our intro video, armed Jaguars fans with 35,000 adhesive mustaches at the tailgate, and personally handed out 2500 Snapchat codes to use our custom Minshew mustache Lens. Naturally, we enlisted the help of Jacksonville’s mayor Lenny Curry to help us push the Snapchat Lens. 

We collaborated with Washington State, Minshew's alma mater, to share content in real time. After we reached out to the Jags, they helped us film original content on their field and set up our mustache distribution plan at the stadium.

We worked with our broadcast partners at CBS to ensure the campaign would be a centerpiece of the game coverage. EA Madden even helped us create a custom loading screen replacing Minshew’s game uniform with his trademark jorts. By utilizing the NFL’s Player Social and Live Content Correspondent programs, we captured video of Jags star DE Calais Campbell walking into the stadium wearing one of our mustaches before the game. 

Results

With over 15 pieces of original social content, we earned 13.6M impressions and 9.8M reach. By targeting Jacksonville-based influencers we reached 315K fans in our target market. In the end, 35,000 unique accounts posted about our #MinshewMania activation. After personally distributing Snap Lens codes on the ground at the game, our Snap Lens earned over 1M views, 462K views and 7.6 hours of total view time.

@TheCheckdown's Instagram account grew by 26K followers, a top-3 week in growth at the time. 

The mania was real. 

Media

Video for Minshew Mania

Produced by

NFL

Link

Entry Credits