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

It Chapter Two - "The Challenge Joins The Loser's Club"

Finalist in Branded Content

About this entry

With the release of It Chapter 2, Warner Bros sought a promotional partner to eventize the film and reinvigorate interest in a property that strongly resonates with the cultural zeitgeist.  While our campaign aimed to enforce key messaging points from the film, increase brand affinity through engagement, and impact first choice among theater goers at the box office, Warner Bros tasked us to enhance and promote their experiential field marketing initiative in Hollywood, CA as well.

 

From a survey of our networks and key properties, MTV and its beloved legacy franchise The Challenge were well poised to capture Warner Bros’ target audience.  In recognizing that 84% of horror fans are also action fans, we knew The Challenge’s highly recognizable talent could evangelize this film and give credence to its thriller aspects and high intensity, making the show a natural alignment for the partnership.

Why does this entry deserve to win?

Reaction videos constitute a significant portion of all total horror movie content online, while live horror videos, in which creators’ film themselves going through horror type experiences, is one of the top 3 most successful digital horror content formats.  Keeping this in mind creatively, we identified fan-favorite Challenge veterans CT, Da’Vonne Rogers, Jordan Wiesley and Tori Deal to participate in our “Losers Club” creative, in which we documented them on their journeys through Warner Brother’s Derry Canal Days Festival.  Our creative execution offered a cinematic perspective of the film activation.  Using match cuts, we juxtaposed key moments from It Chapter 2 with shot footage of those same scenes, highlighting the scares for which the franchise is renowned.

 

As a long-standing franchise with a fervent viewership and a devoted social following that consistently trends online, The Challenge was the perfect MTV property to anchor our creative execution in terms of tone, talent recognition and audience demographic alignment.  The campaign took advantage of the premiere of the new season as well as the launch of the dedicated Challenge YouTube channel, both coinciding with the final weeks leading up to the film release for IT Chapter 2. Pairing our campaign with these key franchise milestones created an organic and impactful moment that spoke directly to fans in an authentic way.  

 

Our creative was distributed on MTV’s The Challenge YouTube channel and across additional MTV social handles.  Creative drove to both the film’s release and the LA experiential event while reinforcing the film’s thriller positioning and bolstering awareness for the sequel.  

Results

IT Chapter Two launched to a massive $91 million opening marking the film as the second-best horror opening of all time and fans across the board embraced the campaign.  Across social, our creative garnered 7.5 million total  impressions, 3.1 million video views, and 3.2 million engagements.  Fan sentiment was overwhelming favorable, with 99.8% positive reactions and our piece received 20x more views than the average sponsored piece of content across YouTube in the scary movie space. 

Media

Video for It Chapter Two - "The Challenge Joins The Loser's Club"

Produced by

Viacom Velocity, Warner Bros

Links

Entry Credits