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

Knives Out "Get Your Cut" Gamified Transmedia Experience and Sweepstakes

Bronze Distinction in Contest or Promotion

Objective

For Lionsgate’s star-studded murder mystery Knives Out, the challenge was to engage a broad audience with a brand new IP during the competitive Thanksgiving weekend.

To answer this challenge, Lionsgate and AvatarLabs partnered to create “Get Your Cut,” a gamified transmedia experience and sweepstakes that invited fans to solve mysteries hidden within the film’s extensive marketing campaign for a chance to win up to $250,000.

Strategy

The campaign narrative complemented that of the film, leveraging plot and character elements of the modern whodunnit -- without spoiling “who done it.” The premise: renowned mystery writer Harlan Thrombey’s will stated that a portion of his fortune was to be given to his fans; for a chance to win the money, fans would need to find clues and solve mysteries.

To kick off the promotion, we scripted and created motion graphics for a custom-shot trailer with Frank Oz, who reprised his role from the film; created a rich Instagram story; and launched the interactive campaign hub where participants submitted their entries.

Game mechanics were devised to reward everyone from casual players to expert puzzle-solvers. Each solved mystery earned entry into the $250,000 grand prize sweepstakes; the more difficult the mystery, the more sweepstakes entries were awarded. Instant-win prizes provided further incentivization to participate, and with a variety of puzzles and difficulty levels available at launch, no one had to stay stumped on a mystery they couldn't solve.

By establishing mystery guidelines and best practices prior to launch, AvatarLabs remained agile and ready to craft mysteries around any planned, or new, marketing element. This allowed us to present new mysteries multiple times a week over the course of two months, for a grand total of 32 mysteries. The mysteries lived within every piece of the larger marketing campaign, from the first trailer and posters, to footage from the red carpet premiere and from within the film itself, helping drive theater attendance. 

Results

Engagement numbers for the campaign exceeded expectations, with 164,000 unique participants submitting over 200,000 sweepstakes entries, and the hub garnering nearly 700,000 page views. Knives Out went on to become a commercial and critical hit, grossing over $300 million worldwide, and earning a myriad of prestigious award nominations and wins, including four Oscar and Golden Globe nominations.

Media

Video for Knives Out "Get Your Cut" Gamified Transmedia Experience and Sweepstakes

Produced by

AvatarLabs, Lionsgate