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

POP UP SCHHHHOP

Finalist in Online Community

About this entry

In 2019, pop-up stores from brands across the consumer spectrum had become both ubiquitous, yet also a bit ridiculous. Brands with no business creating pop-ups tried their best to tap into the trend, and whether it's walking down the street or scrolling through social media, these stores—with their long lines and extravagant merchandise—had become both inescapable, and all exactly the same. 

The Busch brand holds three core values: Ground us in the things that really matter, poke fun at over-the-top consumer trends, and encourage fans to get outside. 

Busch has also built a loyal and engaged social media following in recent years. This devotion from its fans is not only evident in the regular high engagement across Busch’s platforms, but also in the 2018 ‘Scavenger Hunt’ campaign when Busch tweeted out the locations of Gold Medallions hidden in National Forests across the country, which fans saw and actually went out to find within a matter of hours.  

How could Busch respond to the overhype of brands creating exclusive products and limited edition pop-up stores in an authentic manner that also stayed true to its core brand values? 

 

Why does this entry deserve to win?

Busch would launch its own pop-up, dubbed “the Pop Up Schop,” but flip everything about the typical Pop Up Schop on its head, celebrating Busch fans and honoring their devotion and engagement with the brand, specifically via social media.

The Busch Pop Up Schop would be located in an undisclosed location, in the middle of a National Forest and hundreds of miles away from the nearest city. But with over 194 million acres of National Forest in America, Busch leveraged its social media platforms to help promote awareness of the Pop Up Schop, keep fans engaged in the leadup to the event, and ultimately encourage them to interact with the brand in real life at the Schop itself. 

The execution: Busch would slowly release clues to the Pop Up’s location exclusively through its Twitter page, enabling only its most devoted fans knowing where the Schop was located. 

Announced with a video featuring its spokesperson, Busch Guy, on its YouTube channel and Twitter page, the brand banked content with Busch Guy to leverage for each clue, slowly narrowing it down to a specific trailhead in Mark Twain National Forest in Missouri. 

The Pop Up Schop campaign launched on July 16, four days ahead of the event date of July 20. Busch promoted the campaign through multiple tweets each day, going back and forth between dropping clues and building buzz for the campaign. 

Results

The initial posts from Busch went gangbusters, with hundreds of Likes on Twitter and thousands of views on the YouTube video, with fans pledging to head to the Schop, no matter where it was. The social posts were supported through PR with earned media coverage from the likes of Business Insider, Fast Company, AdWeek, Fox Business, Eater, Fox News and many more. 

Busch announced that the Pop Up would open at 10am on Saturday, July 20. At 3am on the day of the event, Busch started receiving Tweets from excited fans who had already found and were camping out at the Schop. By the time it officially opened at 10am, there was a line of hundreds of fans waiting to enter, and throughout the entire day, over 1,500 showed up for their own Busch experience, all driving or traveling with friends for hundreds of miles just for the chance to interact with the brand. Even with the modest buildout of the Schop on-site (Busch wanted to stay on-brand and not destroy any of the forest) and the free merch all gone, fans stayed for hours just to have an interaction with the brand, meet Busch Guy, and crack open a Busch Light with other brand diehards. 

Media

Video for POP UP SCHHHHOP

Produced by

M&C Saatchi Sport & Entertainment, Busch Beer

Links