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

K/DA - MORE ft. Madison Beer, (G)I-DLE, Lexie Liu, Jaira Burns, Seraphine (Official Music Video)

Finalist in Games

Gold Distinction in Video

Audience Honor in Games, Video

Entered in Multi-Platform Campaign

Objective

This year, Riot Games wanted to build upon the success of K/DA in 2018 and continue their journey as musicians, with a unique focus on creating an immersive and realistic experience for fans of not only League of Legends, but K/DA specifically. Fans of the group were affectionately labeled as BLADES ('I'm a goddess with a BLADE'), similar to how artists in the West and the East will name their fans, and K/DA spent months sharing content, memories, BTS photos, and more just like any other musician in the modern world, prior to the release of their first full-fledged EP, ALL OUT. They wanted to invest in this resonant music content by emulating reality and having the girls participate in cultural partnerships, all to reach a broader audience, build awareness, and continue to support fans of K/DA during their much anticipated comeback.

Strategy

As a company, Riot Games always connected with their players through music. Players loved the  musical content that would come out for the game's champions (characters), and resonated deeply with the creative ways that music played in their favorite game, even long before K/DA was even a glimmer in their minds. But it isn’t just about delighting the players of the game - with efforts like K/DA Riot has also been able to make new fans across different cultures, interests, and communities outside of the core League of Legends playerbase. 

 

Through this campaign, they sought out to make their players feel pride and ownership of every moment where they break beyond the confines of "video game" and into popular culture. To accomplish that, K/DA's comeback campaign consisted of:

 

In the end, K/DA was presented and received as a "real girl group" and fans definitely showed up to display their love and passion for the group.

Results

K/DA's newest single's MV garnered over 9M views on its first day of release on the League of Legends' official YouTube channel. Since its release, the sophomore MV from the virtual girl group has earned over 54M views. 'MORE' hit #1 on iTunes' K-Pop chart, #2 on iTunes' Pop chart, #4 on iTunes' Worldwide Song Chart, and #7 on the iTunes' US Chart since it's debut and the group has generated significant earned media coverage worldwide from music, fashion, and lifestyle press all over the world including, Rolling Stone, NYLON, DAZED, The Los Angeles Times, The Hollywood Reporter, MTV, and more. One of the EP's singles, 'VILLAIN' was named one of Billboard's 30 Best Pop Songs of 2020, and the full-length EP was listed in their 25 Best Pop Albums of 2020. K/DA's social media accounts also have 445k and 542k followers on Twitter and Instagram, respectively. Louis Vuitton also featured the girls dressed in Louis Vuitton and visiting the LV Shanghai store on their global social media accounts.

 

All in all, the immersive and ambitious creative content and partnerships have helped K/DA reach a level of global awareness that goes beyond the core League of Legends fanbase, and the group has earned accolades, recognition, and acknowledgment from all spheres of popular culture and media.

Media

Video for K/DA - MORE ft. Madison Beer, (G)I-DLE, Lexie Liu, Jaira Burns, Seraphine (Official Music Video)

Produced by

AXIS Studios, Riot Games

Links

Entry Credits