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

From the 6th Annual Shorty Awards

SonyPlaystation Uses Social Buzz about PS4 to Build More Sharing, Advocacy at GreatnessAwaits.com

Entered in Consumer Electronics

About this entry

During E3 2013, Playstation announced that their long-awaited PS4 gaming console would be released that fall and they wanted to leverage the real-time social buzz from their die-hard fans to reach new gamers. With so much going on during the biggest gaming event of the year, a simple banner ad campaign wouldn’t break through the noise. To achieve this, Livefyre and Carat created an E3 Social Hub featuring real-time social content from Twitter, Vine and Instagram posted by gamers at the conference. The Social Hub was then natively integrated into the pages of IGN and Joystiq, two of the largest gaming news websites, in order to amplify Playstation’s reach. This was so effective, that PlayStation partnered with Livefyre and Carat to create a Social Hub at www.GreatnessAwaits.com, making it the destination for a multi-million dollar media campaign that fall. By driving traffic to a Social Hub instead of a regular microsite, PlayStation was able to leverage the social buzz that was already taking place about their consoles to increase engagement, sharing and advocacy building up to the November release of PS4. To date, GreatnessAwaits.com has earned 4.5 Million+ pageviews and curated over 3.3 Million pieces of social content, playing a central role in PS4 dominating XBox One in both sentiment and market share this holiday season. Playstation was planning their biggest console release in over seven years, but so were their competitors. With the next round of console wars impending and an eager group of gaming fans continually fueling the debate over which console is the best, Playstation’s best plan of attack for solidifying the PS4 as the victor was to stand for the gamer. But to do this, they needed to turn their fans into their advocates. To accomplish this, Livefyre and Carat created a unique two-phased approach that leveraged social curation with original content PlayStation’s brand advocates had created to integrate PlayStation’s authentic, earned media into the content strategy for PlayStation’s owned and paid media campaigns. Phase 1 kicked off at E3 Gaming Conference where PlayStation announced to influential press and their most loyal fans that the PS4 would be released this fall. To capture their reactions and excitement, Livefyre created a Social Hub that curated real-time posts about PlayStation and the PS4 from fans onsite at E3, with a live blog of exclusive PlayStation content about the PS4 announcement. Livefyre then integrated this Hub as a native advertising experience into IGN and Joystiq, amplifying the reach of their authentic fan reactions to new audiences. This initial Hub curated over 500,000 pieces of original social content about the announcement, earning 5 million impressions and average time-on-site of nearly 4 minutes. As the big release date neared, Playstation needed to capitalize on the excitement they had built during the E3 announcement and keep this group of fans-turned-advocates engaged. To do this, they launched phase two of the campaign with the new Greatness Awaits socialhub experience on web and mobile. During Monday Night Football, Playstation released the much-anticipated PS4 teaser commercial, which was also available to view on GreatnessAwaits.com. When visiting the Greatness Awaits Social Hub, fans could also view real-time social content from fellow gamers discussing the big release and a trending games widget that showed which PS4 games fans were most excited about. The night before the release, fans could view a live press conference about the PS4 and chat with other fans by using hashtags like #PS4 and #GreatnessAwaits. The GreatnessAwaits.com website also evolved as the campaign did. Prior to the launch of the console, the site featured social content about the excitement around the launch. On launch day it featured all the Playstation loyalists who were waiting in line outside of Best Buys in the freezing cold to get their hands on the device. The website also live streamed the Spike TV launch event and several press releases Playstation made at key events like CES, E3 etc. The site will continue to change as new games and features are released to give people a reason to come for the first time or for the 100th time. THE RESULTS By providing a space for the entire gaming community to share excitement surrounding the impending PS4 release, Playstation was able to turn fans into advocates and far surpass their global sales targets for the launch. They also saw the majority of conversations surrounding the PS4 with a positive voice (56%) versus Xbox which saw only 37%*. So far, the Greatness Awaits Social Hub has seen: 4.5 Million+ pageviews 3.3 Million pieces of social content curated 75,000 fans featured on the hub

Media

Produced by

Livefyre

Link