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

Doctor Who: Take The TARDIS

Finalist in Augmented Reality

Objective

BBCA challenged us to surprise fans for the return of Doctor Who, now played by Jodie Whittaker, with a stunt to drive event viewing and linear + social engagement. 

Our campaign for the premiere brought the TARDIS to viewers at home and in cinema using augmented reality.

Strategy

We made fans’ dreams come true by giving them what they’ve always wanted, the Doctor’s TARDIS. The campaign originated via three key engagement points: Linear TV, In-Cinema, and Native Social. 

During the much-anticipated broadcast premiere of Doctor Who on BBCA, a custom spot created specifically to deliver fans the TARDIS teased our effort with actual show footage and directed viewers to scan a QR code on screen with their mobile camera. 

Scanning allowed fans to instantly open the show’s TARDIS, the infamous time machine that all superfans recognize, in full 3D right in front of them. The experience was created so it could be opened natively or directly into an Instagram story for easy sharing.  

The move was a first in a renewed opportunity with AR - where previous efforts had been slowed down by having audiences first download an app in order to engage, the technology is now native, and has scale and aligns with current user behaviors today - engaging with AR effects, lenses and experiences. 

Results

When our premiere night results were tallied, the AR play was a clear success. We saw a nearly 3% engagement rate overall that resulted in 140k earned impressions. More interesting was maintaining solid engagement data throughout the user journey. Of those who opened the experience, 25% actually captured photos or video. Of those who captured photos and video, 25% shared the experience.  We also saw a huge bump on Twitter with fans rushing to post their experience with other fans, despite no Twitter native share component. Fans just had to show the TARDIS in their living room.

Media

Video for Doctor Who: Take The TARDIS

Produced by

GLOW, BBC America

Links