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

Twitch Are You Afraid of the Dark Game + Streaming Episode

Entered in Creative use of Technology

About this entry

With the return of the newly reimagined Are You Afraid Of The Dark, Nickelodeon was given the unique opportunity to set our target demo beyond k6-11. Looking to drive as much awareness amongst k9-14 as well as nostalgic fans, we knew we would need to get innovative with our strategy. Our biggest challenge was clear, build trust with this older demo that Nickelodeon can deliver compelling content for ALL ages. Our hypothesis, meet the consumer where they feel most comfortable, provide them with exciting and native content to enhance that environment, and by doing so they would be more inclined to hear our message. Targeting Teen boys, we strategized a multi-level activation that would excite any past or future Are You Afraid Of The Dark fan.

Why does this entry deserve to win?

Looking to own the conversation during the oversaturated Halloween window meant we needed to capture buzz at the forefront of internet culture, leading us to the Epic Games staple, Fortnite. Our research tells us that Fortnite is the most popular game to stream by 2x more than the runner up. We also know that 250 Million people play worldwide and 62% are younger than 24. Our learnings from Fortnite led us to understand that we needed another vehicle to maximize impact, Twitch. Twitch live streams generate 4x more viewership than YouTube and Twitch boats that they have over 100 million views monthly.

Our idea brings The Carnival Of Doom from the new Are You Afraid Of The Dark to life in Fortnite Creative. Release the map in a way that creates a groundswell of excitement and truly feels native to gaming culture. Capitalize on the maps release by hosting a tournament featuring key gaming talent as well as producing a high-quality broadcast to be Nickelodeons first ever Twitch Stream that ends with an early premiere live stream of the new series.

Through a collaboration between Nickelodeon and 11 Ounces Agency, we created both a unique roster of gaming talent and a strategic multi-phase rollout to generate excitement on the ground level of the gaming community. We first enlisted Team Evolve, one of Epic’s most trusted map building collectives, to bring the carnival to life through a variety of in-game elements including key builds (like the iconic campfire) and an overall tone that stays true to the show. After map completion and testing, we moved forward with pre-heating the map drop with strategic photo leaks. These “leaks” came from Team Evolve socials, Show Producer BenDavid’s Twitter, and Nickelodeon’s Twitter. Amplifying the groundswell, on 10/1 we dropped the map with support from Nick O&O, Team Evolve socials, Ben David Twitter, and new Are You Afraid Of The Dark star, Jeremy Ray Taylors Instagram. The map release garnered press pickup as well as 150K+ map promo video views. Over the following days, our participating gaming influencers received a mysterious note from The Midnight Society inviting them to participate in the Nick hosted tournament on 10/10. The combined roster of influencers has a reach of over 10MM and also includes some of the Top Fortnite gamers in the world.

Results

From overall gameplay to the tournament and live stream viewership, we garnered 6.9MM impressions and exceed expectations.

Media

Produced by

Nickelodeon, 11 Ounces Agency and Team Evolve

Links

Entry Credits