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

World of MAX

Entered in Gamification

About this entry

As a brand that sells ice cream, Paddle Pop faces challenges in reaching our audience due to general guidelines and kids' behavior. To reach our extremely social 8-year-olds that aren't allowed on social networks, we created our own social platform in the form of a game featuring the brand's iconic characters to engage with kids.

To engage and communicate with kids, we created our own social platform in the form of a game featuring the brand's iconic characters (Max and friends). It reinforces the associations that kids have between the characters and the ice cream.

Why does this entry deserve to win?

World of Paddle Pop is the first branded Massively Multiplayer Online Game where kids create avatars, explore worlds, fight monsters, and meet other kids.

It features a safe chat that protects them from predators and allows them to communicate with kids around the world, regardless of language.

We developed World of Paddle Pop entirely in Singapore, in partnership with Magma Studios who provided the technology and expertise in massively multiplayer gaming.

To accurately recreate the brand's signature worlds and storyline, thousands of 3D assets were painstakingly built, digitally handpainted, and put together. We spearheaded the creative direction with the Unilever Global Brand Team, resulting in over 10 hours of interactive quests and scripts integrated into an always-on brand experience.

Results

Working with 21 Unilever markets, all the content was then localized and deployed across server clusters in the Americas, Europe, and Asia Pacific.

In our beta launch, over 103,000 kids signed up to play. Since then, they have spent an average of 29 mins on the platform a day, beating industry benchmarks for social games by over 700%.

It marks the highest level of engagement the brand has ever achieved in digital.

Paddle Pop ice cream overall sales grew 7.4% across all markets. In top markets, sales grew by as much as 21%.

Media

Produced by

SapientNitro, Unilever

Link

Entry Credits