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

Tinder Launches Height Verification

Winner in Dating

Audience Honor in Dating

About this entry

We wanted to create a viral moment around April Fools’ Day that would lead to a larger conversation on social media about honesty in dating. To successfully achieve this, we had to pick a topic that is both relevant to and somewhat controversial amongst dating app users. As a team, we landed on the hotly discussed issue of lying about one’s height...because apparently that matters? So, in an effort to spoof lying about your height on your dating profile, we introduced Height Verification, a fake feature update designed to bring greater transparency to dating and remind our audience of the importance of being your true self.

Why does this entry deserve to win?

When we began discussing how to execute Height Verification, we focused on an out-of-home approach by which people could visit actual height verification stations throughout Los Angeles. However, we became concerned that this would feel over-produced, thus turning off our Gen Z audience. In order to create a more organic feel, we produced a product demo video introducing our Height Verification feature. The idea was to create something so simple that people would really have to think twice about whether or not it was real. And both to avoid tipping off viewers and to stand apart from the sea of April Fools’ Day stunts. We released the video the afternoon of March 29th. We did this on Twitter, because it is the best platform to stir up immediate conversation online. The production budget was very minimal and we invested no money in paid placements. Yet as a result of these efforts, we went on to create the most viral stunt in Tinder history.

Results

The Tweet featuring the Height Verification video was retweeted about 2.8k times, earned nearly 3.6M organic views and 16.7k likes, and on Twitter alone, we saw 9.4k mentions. It ultimately reached an audience of approximately 241 million Twitter users.

On Instagram, the video recorded almost 50k views and 672 comments, many of which includes viewers tagging their friends and spreading the word organically. We particularly enjoyed these comments:

Twitter:

@EloiseHodson Never acc been excited for anything more in my life @ella_edwards @simi_bains @jessy_shergill

@EvanEdinger This is all I could’ve ever wanted

@louisezus tinder height verification is the best news i’ve heard all year

@rahimaso Brands trying too hard for April Fools. @Tinder's was most believable so far. 

Instagram:

@lexi_th @manda_campbell34 where was this when I needed this Lexie_th:

@lexiwalton omg Manda_campbell34: @lexiwaltom17 17 I’m dying 😂😂😂

@sophiegatenby what I needed in my Tinder days 😩

The stunt also landed well with press, earning 65 stories resulting in 1.7B impressions and praise from the likes of The Verge, Mashable, DailyMail, Highsnobiety, and Time, all of which named Height Verification one of the best April Fools’ pranks of the year.

Media

Produced by

Tinder

Links

Entry Credits