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

“Dare To Travel” | A Travel Show Designed for the Digital Generation

Entered in Online Community

About this entry

In an era of ever more pervasive media fragmentation and ad blocking, it's harder and harder for brands to connect with young people through traditional advertising outlets. As such, brands are increasingly finding that the best way to market their products is to create entertainment that consumers actively seek out. This is particularly true when marketing to Gen Z, a consumer group who grew up with the Internet, and who not only demand that brands entertain them but that entertainment mutate to engage with them as a friend would. For some brands, behaving like a "friend" is a natural extension of their identity; for others, entering into native consumer communities can make them seem inauthentic, ultimately causing potential consumers to disinvite these brands from participating in their community. Our challenge was to position AT&T, a 131-year-old company with whom most young people had limited if any direct interaction, as a part of their community, driving brand relevancy and, ultimately preference.

Our response to this challenge was to create a new kind of entertainment for our Gen Z and Millennial target audiences that that was authentic and had a natural white space for AT&T's brand. We aimed to create shows designed specifically for the social media platforms from which young people were increasingly getting their micro-dose entertainment—bringing the audience closer to their favorite influencer via AT&T. Ultimately, each show would create a fan community whose members engaged passionately with each other, the series, and the influencer—all with AT&T positioned front and center.

Why does this entry deserve to win?

Mobile phones have redefined how Millennials travel. Young people are no longer carrying around guidebooks or creating intricate itineraries. Instead, they are showing up at a chosen location and letting their mobile phones be their guides, using everything from Instagram to Hotel Tonight to figure out where they should go and what they should do. Tapping into this truth, we wanted to create a travel show for this connected generation that highlighted the pivotal role of AT&T in meeting all their wanderlust needs. We teamed up with YouTube travel vloggers Damon and Jo to create a multi-platform show called "Dare to Travel."

The show functioned as a real-time game that Damon and Jo played alongside their fans as they traveled across the US and Mexico. In each episode, the duo completed dares chosen at random from a deck of Travel Dare cards designed so that they could be completed anywhere—all you needed was a mobile phone and some guts. Fans were encouraged to "Dare To Travel"—via Snapchat, Twitter, and Instagram—completing the same challenges as the influencers, wherever they might be. Because Damon and Jo are travel pros, every YouTube episode not only showed viewers amazing places to explore but travel hacks they could use anywhere. Truly an example of "friendertainment," "Dare to Travel" created a bi-directional conversation, between audience and influencers and, even more vitally, between audience and brand. This one-to-one engagement encouraged fans to participate and brought AT&T directly into their community.

And the fan participation didn't stop with the final episode. We mailed out over 500 Travel Dare card decks to Damon and Jo's fans to keep the wanderlust alive. From Chicago to Los Angeles to Beijing, fans from all over the world wanted to experience their own cities from a new perspective, and Damon and Jo, with the help of AT&T, made this dream a reality. Fans excitedly turned to social media when their tins of cards arrived in the mail—broadcasting their plans to challenge themselves to break out of their comfort zone. Whether they had to tweet in emojis about the city that they were visiting or find a way to travel without wheels, fans were eager to live the travel lifestyle of their favorite influencers, Damon and Jo.

"Dare To Travel" built a community of wanderlust-ful Millennials and Gen Zs, not only online but in real life as well. In this collaboration with AT&T, Damon and Jo taught their fans that the world is what you make it, and with a daring attitude and an open mind, every corner turned can lead to a new adventure.

Results

Adventure-seeking fans across the country played along to "Dare to Travel," garnering the show more than 8.3M views and 65M total exposures. But these fans were not just idly watching. We had fans posting their own versions of the dares. Wearing neon wigs, playing social-media scavenger hunts, and sharing their experiences exploring their native cities, these viewers generated more than 511K engagements over the course of series. Followers of Damon and Jo's channel continue to comment on how much they loved the series, but the show actually attracted a new audience to the pair's online fan base as well. Their channel's subscriber count more than doubled—to over 575,000 subscribers from 212,700 at launch.

The show was truly loved by fans and when the series wrapped—with a giant sloppy kiss from a camel in Mexico—they admonished us for letting it end. Viewers like Nicole Richardson wrote, "I can't believe this is over. If anyone out there has any common sense at all, they will make this a more permanent show!! You guys gave us something that not only entertains us, but also inspires us."

Media

Video for “Dare To Travel” | A Travel Show Designed for the Digital Generation

Produced by

Fullscreen Brandworks , AT&T

Entry Credits