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 9th Annual Shorty Awards

Activision Launches Innovative Multi-Platform Reveal Campaign for Destiny: Rise of Iron

Entered in Multi-Platform Campaign, Video

About this entry

In order to drive pre-orders of the latest expansion in the popular Destiny video game series, Activision sought to create maximum awareness and engagement ahead of the game's highly-anticipated launch. Activision looked to digital media, including search marketing with a particular focus on social media to:
- Bring consumers live action game trailers and exclusive game play footage through various diverse ad units

- Retarget audiences to drive pre-orders and balanced performance with broader interest-based audiences such as technophiles and hardcore gamers in order to drive awareness and influence consideration

Targeting an audience comprised of core users who interacted with the brand previously and/or are fans of the franchise, along with reaching similar broader audiences either in-market or potentially interested in the video game, Activision looked to digital media, leveraging paid search and social on Facebook, Instagram, Snapchat, Twitter and YouTube to bring consumers live action game trailers and exclusive game play footage through assorted ad units.

Why does this entry deserve to win?

To reach the intended audience at scale, Activision partnered with Resolution Media and OMD to develop a fully-integrated multi-platform advertising and targeting strategy utilizing advanced targeting and audience segmentation across Facebook, Instagram, Snapchat, Twitter, YouTube and search.

To effectively execute this strategy, Resolution Media:

- Identified and captured the top-rated search terms on Google to deliver increased impressions and clicks

- Leveraged Lookalike Audiences via Facebook targeting through Native Video, Canvas and Image Link Ads

- Targeted page fans, lookalikes and interest audiences via Facebook and Instagram based off past interactions with content, and developed a sequential messaging strategy to connect with users at different stages of their purchase journey to further reinforce impact

- Utilized Snapchat's long-form video and 'top snap' features to deliver an increased swipe-up rate and average view time

- Utilized conversational keyword targeting to capture audiences engaged in E3 dialogue (a prominent gaming convention) to strengthen demand capture and capitalize on overall event buzz

- Focused on retargeting audiences to drive pre-orders and balanced performance with broader interest based audiences such as technophiles and hardcore gamers

Results

Activision made its Destiny: Rise of Iron assets unavoidable to its target audience, generating 19.4MM total impressions and 156K clicks across all utilized channels.

Additional individual channel results include:

Search

- Captured 732K impressions and drove nearly 77K clicks to the landing page with >99% share of voice (SOV) on core brand terms

- Click-through rate (CTR) improved 30% YoY

Facebook

- Native Video player drove more than 5M views, a 21% view-through-rate (VTR) and efficient $0.02 cost per view (CPV) (-60% YoY compared to The Taken King campaign)

- A 7x lift in engagement rate among core audiences via native video

- Canvas unit delivered 13M impressions and more than 73K link clicks with averages of 54% of Canvas viewed and 28s duration

- Image Link ads drove 2.7M impressions and over 46K link clicks at a strong 1.67% CTR and efficient $0.43 cost per click (CPC)

Instagram

- Native video player delivered more than 870K views at a 20% VTR and $0.03 CPV

- Instagram Carousel unit drove more than 2M impressions and 36K link clicks at a 1.23% CTR with a strong 3.68% engagement rate

- Carousel unit drove a 8% engagement rate among users who completed the video asset

Snapchat

- Delivered more than 1.8M views with a swipe-up rate of 4.64%

- 39.18s long-form video average view time, 4x higher than industry average duration

Twitter

- 30% VTR across campaigns and more than 15K clicks to site

YouTube

- Drove more than 1.8M views at a 17% VTR and $0.04 CPV

- 3x lift in view completion rate (VCR) YoY

Media

Video for Activision Launches Innovative Multi-Platform Reveal Campaign for Destiny: Rise of Iron

Produced by

Resolution Media and OMD, Activision

Link

Entry Credits