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

World of Warcraft / Sound the Horn

Winner in Instagram Video

Objective

Despite World of Warcaft’s legendary status within the gaming community, it encountered a surprising challenge: after 16 years of rallying people to its online platform, more and more potential new players felt they had missed the boat to join in the adventure. So Blizzard set out to launch its new expansion, WoW: Shadowlands, and entice a new breed of fans to the franchise.

In tandem with its more direct marketing efforts designed to excite existing fans for the latest iteration of the franchise they know and love, Blizzard identified social media as the specific vessel to employ a fresh creative approach and reach a diverse breadth of gamers who may have long since written off World of Warcraft. The goal was to increase top of mind awareness and consideration of WoW: Shadowlands, and by doing so, dispelling the notion that there’s ever a point where it’s too late to jump into Warcraft.

Strategy

Blizzard knew from the outset that traditional paid media would only get them so far. Having the same general gaming audience hear about the next expansion in the vast line of World of Warcraft titles from the same brand voice would most likely fall upon deaf ears and render the same result. So the message had to come from somewhere else, and the invitation had to be way more legendary.

To create an invitation that would reverberate throughout the far reaches of social media, Blizzard started by creating a cutting-edge piece of modern technology from scratch…. a horn. The Horn of Gathering to be exact. Blizzard created a giant medieval horn with the purpose of uniting unique and unexpected celebrities from all over the world, and inviting them to #SoundTheHorn and call fellow new players into WoW: Shadowlands. But it wasn’t a standard call to arms—it was an epic invitation. 

Over the course of just one day on Instagram, each celebrity passed the rallying cry from one social account to another, until the swell of excitement had passed through 14 high profile accounts around the world, making it impossible to miss. By the end of the day, the chain had incited a crazed and completely virtual easter egg hunt, where fans retraced their steps to make sure they caught every single invitation. Blizzard knew that Shadowlands couldn’t penetrate broader audience awareness on the back of one or two celebrity endorsed social posts. However, the theory was that if they could directly link all 14 posts in the form of an ongoing, tag-and-pass-along chain on social media, then the blended backgrounds of all our celebrities across sport, TV/film, music, and online streaming would form a formidable and completely organic following in the exact cross section of audience interest that Blizzard was seeking.

Finally, when this army of fans—old and new—was hooked on the whole Horn adventure, Blizzard gave them the social tools to sound their own personal rallying cry, through interactive horn lenses and custom emojis for communicating on popular WoW gaming platforms.

Results

When the chain of epic invitations exploded onto Instagram, it garnered more than 8.5M total views across influencer and organically-owned channels, ultimately landing the hand-picked audience at-scale effect they were seeking with the original influencer strategy. Alongside increased awareness, the campaign drove a spike of  57% increased engagement with the brand, while receiving less than .1% negative sentiment in a social listening study. This brought general negative conversation around World of Warcraft during the launch window down to 9%, as opposed to 35% in the weeks preceding. 

Beyond the social film views and engagement, the Horn of Gathering lens was used more than 100K times across Snapchat, Instagram and Facebook.

Finally, on the conversion side of the funnel, WoW: Shadowlands delivered on the hype. It became the fastest selling PC game in history, selling over 3.7 million units by the end of its launch day.

Media

Video for World of Warcraft / Sound the Horn

Produced by

72andSunny Los Angeles, Blizzard Entertainment

Links

Entry Credits