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

MLB Network's #SandlotToTheShow

Finalist in Integration with Live Television

Entered in Sports, User-Generated Content

About this entry

By giving fans a voice in its shows through social media integration in recent years, MLB Network has built a foundation of one-to-one conversation with its fanbase. Entering 2019, MLB Network sought to create a closer connection through social media with the next generation of baseball fans who are just beginning their love of the sport.

Some of MLB Network’s best-performing and best-received content includes breakdowns and “Diamond Demos” that teach fans at home a lesson about the game and how to play it. Knowing this, MLB Network saw there was a way to successfully reach its younger audience by making them a focal point of their shows “MLB Central” and “MLB Tonight,” which would help educate young fans about the game and foster their love for the sport.

Why does this entry deserve to win?

In an effort to make youth baseball and softball players the focal point of this social media campaign, MLB Network asked parents (and kids 13-or-older) to post videos of their youngsters in action on Twitter and Instagram with #SandlotToTheShow and @MLBNetwork tagged. From there, it became all about the one-on-one communication between these young players and their new “coaches.” Each week, “MLB Central” or “MLB Tonight” featured a #SandlotToTheShow segment to a national audience, where select videos were analyzed by MLB Network’s lineup of former MLB players and Hall of Famers, including Pedro Martínez, John Smoltz and Jim Thome. In these breakdowns, MLB Network’s analysts highlighted what the young players did well and also gave them feedback on an area where a mechanical tweak could help improve their performances. MLB Network encouraged these young fans to continue to play and improve by welcoming follow-up videos showing how they incorporated the feedback they were given and furthering their one-on-one instruction.

Throughout the year, MLB Network also welcomed special guests to join in on #SandlotToTheShow and offer their own feedback for young players. Featured guests included Olympic Gold Medal-winning softball pitcher Jennie Finch, 2019 Mets All-Star Jeff McNeil, Rays outfielder Tommy Pham, Dodgers rookie Gavin Lux, and Padres phenom Fernando Tatís Jr.

Going beyond social media and TV, MLB Network also took #SandlotToTheShow IRL! During MLB All-Star Week, MLB Network held several hitting and pitching tutorials at Play Ball Park in Cleveland with its analysts, providing in-person instruction and feedback to young players. MLB Network also partnered with the Single-A Brooklyn Cyclones on a youth-oriented #SandlotToTheShow Night, where analysts Mark DeRosa and Eric Byrnes provided a clinic for a local youth baseball team.

Results

#SandlotToTheShow took MLB Network’s social engagement and interaction with its fans to a new level by offering young baseball and softball players a one-of-a-kind experience and inspiring the next generation of baseball fans. Not only did the campaign offer the opportunity for youngsters to showcase their abilities on a national stage, it also allowed them rare and unprecedented access to the type of elite-level coaching from former MLB players and Hall of Famers. In doing so, MLB Network showed that a sports brand or television network can not only leverage its platform for the entertainment of its fans, but it can also be a valuable resource to fans in their own baseball and softball development. #SandlotToTheShow was mentioned more than 13,000 times on Twitter and Instagram in 2019. Meanwhile, MLB Network featured the videos of more than 300 youth baseball and softball players, which were analyzed by MLB Network’s former players and special guests. The success of the weekly segment culminated in the creation of an hour-long #SandlotToTheShow show, which looked back at the best breakdowns from the entire year.

Media

Video for MLB Network's #SandlotToTheShow

Produced by

MLB Network

Links