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

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Social & Racial Justice

Animal Rights & Welfare

Humanitarian Aid & Developing Nations

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Racial Justice

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Health & Wellness

Fitness & Nutrition

Mental Health

Public Health

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Grassroots

Grassroots Efforts

Self-Defined (Social Campaigns)

Self-Defined

Social Presence

Single-Platform

Clubhouse

Discord

Facebook

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LinkedIn

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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

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Gamification

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Integrated Experiences

Fundraising

Live Events

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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

Planet Fitness New Years Eve Hat

Entered in Augmented Reality

Objective

New Year’s Eve is the Planet Fitness Superbowl. As people make their fitness focused New Year resolutions, Planet Fitness can be the ultimate partner in helping you achieve those goals. So Planet Fitness set out to drive awareness and brand love during one of the most crucial times of the year for gym membership consideration.

Strategy

New Year’s Eve 2021, people were missing the party. As our homebound audience had exercise in their New Year resolution subconscious, Planet Fitness aimed to bring the new year celebration to the homes of members and non-members alike. As the title sponsor for Dick Clarke’s Rockin’ New Year’s Eve, Planet Fitness took the televised celebration from Times Square and put it in the hands of our homebound party-throwers. 

Through an interactive AR Effect on Instagram and Facebook, Planet Fitness enabled users to experience Times Square on their own social feed. Featuring the iconic New Year’s top hats, confetti, 2021 glasses, and the Times Square ball, consumers could try on and capture their own videos and photos at home. 

Results

The AR effect drove high engagement with both organic and paid media, and retained users beyond their initial click through.

Media

Video for Planet Fitness New Years Eve Hat

Produced by

Barkley, Planet Fitness

Link

Entry Credits