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 8th Annual Shorty Awards

BLAH Airlines

Winner in Travel & Tourism

Entered in Integrated Campaign, Twitter

About this entry

In 2014, too many people were flying on autopilot — stuck traveling on boring legacy carriers and their old, soul-sucking planes. Virgin America wanted to give everyone a wake-up call, reminding everyone that flying can still be inspiring, modern, and fun. The campaign needed to shine a light on the real difference between those generic airlines and the unique experience offered by Virgin America.

Why does this entry deserve to win?

We created a fake airline—aptly named BLAH Airlines—to embody everything that's wrong with generic carriers. We introduced BLAH with a 5 hour and 45 minute recreation of a cross-country flight, from takeoff to landing. We put our film on YouTube as the longest pre-roll video ever and let viewers exit to visit the Virgin America website.

But that was just the beginning. Throughout the film, we seeded ways to interact with BLAH and brought them to life with a comically terrible website, social media presence, toll-free number, and fax. Every day we interacted with our loyal Facebook, Twitter, and Instagram fanbase, serving them the most comically boring BLAH content and encouraging them to share their own horrible flight experiences. During the holiday season, our "Five Business Days of Christmas" social promotion gave some lucky followers gifts from BLAH's in flight catalogue, Fuselage.

Results

Our film launched on YouTube as the longest pre-roll ever. Together with its trailer, the film has over one million views (with no paid media) with many commenters boasting of watching the whole thing. We were reviewed alongside studio films and compared to Warhol, Buñuel, Lynch, and Dali. The campaign was spotlighted across national outlets such as CBS, NBC, ABC, and FOX, generating 138 million media impressions.

We also generated a ton of social chatter, with Virgin America and BLAH brand mentions increasing by 621%, compared to the same time frame last year.

The Reddit community got on board, sharing their favorite moments from the nearly six hour film. Blah Airlines garnered such a big cult following that it was screened in its entirety at the 2015 Dallas International Film Festival. Online, people posted videos of themselves giving commentary while watching the entire film in one sitting.

Media

Video for BLAH Airlines

Produced by

Eleven Inc, Virgin America

Link

Entry Credits