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

Arby's Missing Menu Meal

Winner in TikTok Partnership

Objective

Arby's is always on the lookout for buzzworthy opportunities to spark conversation and drive positive brand sentiment––and we know that TikTok is a perfect channel to stand out as a brand by appealing to a younger and more digitally-engaged audience. So, when a Gen Z TikTok user from Florida named @h1t1 posted a TikTok, in which he described buying a $25 flat screen TV, we knew we had a great opportunity to steer the conversation and make something cool happen.

@h1t1’s TV looked normal, except for one thing: when he turned it on, it mysteriously displayed the Arby’s menu board. Arby’s hopped on it quickly, fueling intrigue about the origins of @h1t1’s mysterious television by simply commenting, “we’ve been looking for this!” The massive social and PR buzz that followed over the coming weeks was achieved through a mixture of strategic content planning and genuine consumer engagement. 

Strategy

Consumer trust comes from being able to relate to a brand. People like brands that feel authentic and like-minded, especially on social. So, with that in mind, our strategy was to increase social media engagement by connecting with untapped audiences through a fellow fan strategy. We aimed to deliver creative content that strengthens Arby’s relevance and brand affinity by celebrating fans’ interests, creating a space for fans to come together. The result is a deeply loyal and highly engaged fanbase whose affinity for Arby’s brand is unmatched within the QSR industry. 

One of Arby’s key strategies for connecting with fans on that ultra-personal level is leveraging social listening to identify opportunities for the brand to activate on real-time, trending moments. Arby’s responded quickly to the initial viral video from @h1t1 and was able to craft a real-time narrative that carried out the following weeks, driving high engagement throughout while staying true to Arby’s witty, down-to-earth, fellow fan tone on social. 

As audiences on TikTok and beyond caught wind of the hilarious “beef” between Arby’s and @h1t1, users began creating their own videos around the narrative. From new characters in @h1t1’s stolen menu story to people “discovering” similar Arby’s TV menus in unexpected places like new cars and used electronics, it took on a life of its own. 

Arby’s seized the opportunity to proactively engage in the conversation, giving its audience even more reasons to share and participate. From hacking an actual Arby’s menu screen to display @h1t1's original video to tracking down @h1t1 and flying an airplane towing a banner over his head that read “we want our TV back,” Arby’s curated real moments that allowed @h1t1 to create his own original content to keep his fans engaged.

The banter and “negotiations” between Arby’s and @h1t1 continued over 40 TikTok videos, ultimately landing on an agreement for Arby’s to send a Mystery Box in exchange for the “missing menu.” Fans speculated what was inside, and news outlets from coast to coast reported on the now viral interactions. 

The Mystery Box included a giant flatscreen to replace his “broken” one, as fans had speculated it might, but it also included an announcement that converted views to actual transactions: a secret menu deal called “The $5 Missing Menu Meal” available at Arby’s locations nationwide. All fans had to do was say, “I have your TV” at the drive-thru to redeem the deal for a limited time. 
 

Results

What started out as a "broken TV" turned into far-exceeding results for not only Arby's, but @h1t1's TikTok page:

Media

Video for Arby's Missing Menu Meal

Produced by

Moxie, Fallon, Edelman, Arby's

Links

Entry Credits