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

Syfy, Sharknado 3: Oh Hell No!

Finalist in Twitter

About this entry

The goal of the campaign for Sharknado 3: Oh Hell No! was to ensure that the American audience had no excuse not to be talking about the third installment of this television movie franchise phenomenon on Twitter. Specifically on July 22, 2015, the day of its premiere, Syfy and Glow aimed to ensure Sharknado 3 would surpass its predecessor's standing as the most social movie on TV ever (Sharknado 2 received one billion Twitter impressions in 2014). While Sharknado 2 set the social bar very high for Syfy and Glow, it also created major momentum that we knew we could leverage to make our campaign a success.

In order to achieve this goal, we needed to launch a must-see level event by creating best-in-class creative, increasing engagement from Sharknado 2 and engaging a broader Twitter community during the lead-up, in real-time during the premiere and for the period after. We also had to devise a sustainable tweet strategy and incorporate social into the story.

Why does this entry deserve to win?

To achieve our goals for Sharknado 3, we created best-in-class Twitter creative; deployed buzzworthy custom and templated activations that were launched across NBCU properties and sponsors to increase awareness; engaged influencers, celebrities, and talent with tailored content to leverage their large followings to reach a zenith of buzz in social streams; and created "FOMO"-inducing content to drive viewers to tune in to this can't-miss event.

Leading up the premiere, we created an array of highly designed, shark-ified custom content that could be shared and spread to people beyond the official social handles for the movie. We also encouraged other interested parties to create and/or share their own content.

For Sharknado 3, we had the benefit of several celebrities from film, TV, sports and business making cameos in the movie. To amplify that star power, we created content tailored to each celeb that they could share with their own fans and we could push out through our official Twitter handles as pre-premiere teasers. We made a custom graphic for Ne-Yo that looked like one of his album covers. We sent custom content to active Sharknado superfan influencers to get them ready and talking about the movie prior to the premiere. Additionally, we partnered with influencers on Twitter and Vine, such as Carmen Electra, Gregg Sulkin and Julia Kelly, to encourage them to produce their own content and share it through their social channels, which we in turn retweeted. To cheekily drive home the point that not watching Sharknado is "un-American," we paired the talent with historic American quotes in a "Great American Quote" series. Lastly, we worked with Syfy's 6 sponsors to make custom content tailored to their brands in a playful way. For example, for Jack's Links, we leveraged Sharknado gifs from the first two movies featuring hungry sharks attacking their celebrity prey.

During the airing of the premiere, we deployed our Twitter War Room to provide real-time responses to fans as they were watching. We replied to fans not only with personalized interactions but also with the added a bonus of pre-made content, to thank them for their interest and encourage them to keep the conversation going. We also had graphic designers on hand to make content on the fly around moments that were resonating in the Twitterverse to ride those waves as they rolled through.

The final part of strategy, which began before the movie finished airing and is still being executed currently, was to keep the conversation going and keep the "'Nado" present on Twitter throughout the year. To jumpstart those efforts, we leveraged the final cliffhanger of whether or not a lead character, played by Tara Reid, would live or die. We pushed out the two hashtags #AprilLives and #AprilDies to let the fans weigh in on her fate. To keep the killer-shark-talk alive with fans before the next Sharknado returns, we continue to create and publish content based on current events and popular culture as seen from the 'Nado's very unique POV.

Results

Overall, social engagement was incredible in terms of both interaction and impressions. These efforts helped Glow and Syfy not only to reach our goal on Twitter but also to blow it out of the water, so to speak. The campaign successfully chomped its way to two billion Twitter impressions for Sharknado on the day of the premiere—double the number of impressions from Sharknado 2. The #Sharknado3 hashtag alone matched Sharknado 2's overall performance in impressions. On Twitter, Sharknado trended #1 in the U.S. and #2 globally. Sharknado 3 was the most social program on television during the day of the premiere in Twitter activity (392K mentions), surpassing the performance for Sharknado 1 and Sharknado 2, which both ranked among the top five programs (78K and 65K Twitter mentions, respectively). The hashtags #AprilLives and #AprilDies earned nearly 40K tweets through the morning after the premiere.

In addition, Syfy was the most social TV network in Twitter mentions (552K) on the day of the premiere. By way of comparison, on premiere day, Sharknado 3 had more Twitter activity than when Hillary Clinton announced her bid for President via Twitter, every episode of ABC's The Bachelor Season 19 and every episode of Mad Men's final season. The success of the campaign was also aided by the number of influencers from across the board that tweeted about Sharknado 3, including the cast of the movie, celebrity fans, entertainment outlets, sponsors and even non-profits and government agencies.

Media

Produced by

GLOW, Syfy

Links

Entry Credits