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

Us by Jordan Peele

Silver Distinction in Multi-Platform Campaign

About this entry

Universal Pictures sought to drive box office sales for Jordan Peele's groundbreaking film 'Us' by elevating the movie beyond horror audiences and successfully positioning the release a true must-see event for movie fans. 

Why does this entry deserve to win?

Combining hard working media tactics and high impact executions, our multiplatform social campaign for 'Us' was designed to create - and align with - major marketing moments for the movie. 

Knowing how rabid Jordan’s fan base can be for content, we made tickets available as soon as the trailer dropped and leveraged Facebook’s ticketing unit to drive sales throughout the flight. For Jordan Peele super fans we took it a step further, working with the Reddit to create a specific MonkeyPaw Productions subreddit where fans could discuss theories and share their excitement about the upcoming film.

Heading into the film's release in March, our media plan was designed to align with high impact moments. The film opened at the SXSW Film Festival in Austin with an exclusive Live Q&A with the cast and Jordan at Twitter's SXSW 'Twitter House'. Additionally, we created an Instagrammable Fan Art Museum and surrounded the festival with co-branded SXSW & Us Filters.

To keep the momentum going we leveraged Twitter’s Periscope product to boost a Q&A and screening done with the #Blackbirds at Howard College.

During the week of release the film was organically trending on Twitter and after a major opening weekend, we continued to push forward with a Promoted Trend keeping Us top of mind well beyond opening weekend.

Results

The Box Office numbers for 'Us' speak to the success of our campaign in meeting our goals. 'Us' dominated its opening weeekend with $71MM - double projected sales. Our campaign helped to produce the highest grossing opening weekend for an original horror film, the second highest opening for a live-action original film since Avatar, and positioned 'Us' to record its world wild total gross of $255M. 

Media

Video for Us by Jordan Peele

Produced by

Essence, Universal Pictures

Links

Entry Credits