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

NFL Media Social Community

Finalist in Integration with Live Television

Objective

In the most atypical year of quarantines and social distancing, we set out to bring our audience and viewers closer by casting a spotlight back on them--interweaving their voices and faces in the crowd into our programming more so than ever before.  We identified opportunities within our existing programming and developed engagement opportunities for our viewers to actively participate with us. We were producing more, if not everything from our homes--they doubled as offices and classrooms, and we set out to create opportunities for our audience to make a connection outside the confines of their homes and feel as they're part of a larger, NFL community. When we workshopped ideas, we were inspired by "participation-tv", "gamification", and "edutainment"--a portmanteau for education + entertainment.

Strategy

Our strategy was to take what we were doing and add a layer of engagement on top of our pre-existing segments and programming. That way, we would retain the intent of the segment, but with an added fan experience married to the execution. 

As we were producing content from our homes, they were able to participate from theirs as well.

 

Results

There's no way to sugarcoat the fact that television viewship continues to experience a decline, which is more of a reason why we actively look for mechanisms to engage with our community. Wth that said, we saw success in our metrics.

Our accompanying network Social Twitter handles grew 9.03% since the start of the 2020 Regular Season and our interactions increased nearly 300% in that span.

One of our top social integrated pieces of content that went viral this past year.  Draft hopeful Ben Bartch's Smoothie Demo garnered over 7 million views world wide.

Media

Video for NFL Media Social Community

Produced by

NFL Media, NFL

Entry Credits