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

The King of the 2020 VMAs

Winner in Augmented Reality, Mobile Campaign

Entered in Food & Beverage, Creative use of Technology

Objective

Program Objectives:

 

This campaign was inspired by two core insights that gained prevalence during the 2020 pandemic: 

  1. QR codes were quickly becoming a facet of consumers everyday lives and the hands-free scanning technology made a wide range of activities easier during touch-averse, socially distant times, most notably in restaurants and retail stores. 
  2. With music festivals, concerts, and bars shutting their doors during 2020, music lovers were left with a massive gap in their typical entertainment slates for the summer, craving the up-close and personal interaction they’ve learned to know and love with their favorite artists.

 

With so many of our loyal fans at home and yearning for fresh and interesting entertainment, these insights drove us to our main objectives for the program. These objectives ultimately helped us createa compelling fan experience by authentically connecting Burger King with relevant VMA moments to drive excitement and anticipation throughout the night.

 

Strategy

For Burger King’s inaugural VMA partnership, MTV architected a mobile-first, technology-infused branded content series that captivated fans through a sequence of breakthrough creative moments that leaned into pop culture and music themes intrinsic to the VMAs. MTV tapped into A-list rapper and hyper-relevant talent, Lil Yachty, to star in the program, alongside the face of Burger King, The King, establishing his celebrity status. 

 

The dynamic duo of Lil Yachty and The King embarked on a unique VMA experience that came to life in the pre and main show broadcast. In lead up, Lil Yachty tweeted at The King looking for a date to the VMAs. The pair tweeted back and forth, revealing that they were teaming up at the VMAs, generating buzz & intrigue amongst fans. Fans watched the story unfold as The King and Lil Yachty arrived in style to the show, got glammed up for their big VMA debut, and delivered a one-of-a-kind musical collaboration for fans at home. The in-show branded content prompted fans to unlock exclusive rewards through custom pop art-inspired QR codes, ultimately leading to an unexpected, epic musical moment through the magic of augmented reality – a first-of-its-kind VMA experience that brought Talent into fans’ living rooms. In AR, fans had the chance to watch The King and Lil Yachty in an exclusive performance of “Top Down”, right in the comfort of their own home. They could also influence special effects such as lighting and “fire flames” and unlock a chance to win free whopper sandwiches for a year & tickets to the 2021 VMAs. 

 

MTV developed a multi-platform campaign spanning linear, digital, and social channels to reach fans across the full VMA ecosystem. 

 

Results

The campaign was successful in engaging fans across all platforms during the VMAs and was a prime example in showing the ways in which you can incorporate technology into tried and true platforms such as linear and social to create a holistic, innovative and never-been-done-before fan experience. The campaign served as a case study across ViacomCBS, inspiring additional uses for QR codes and augmented reality experiences to enhance our marketing efforts. The program exceeded key KPIs, as evident below:

 

Media

Produced by

Velocity at ViacomCBS, MullenLowe, Burger King

Links

Entry Credits