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

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Disability Awareness

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Self-Defined (Social Campaigns)

Self-Defined

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Single-Platform

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Triller

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Twitch

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Multi-Platform

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Self-Defined (Social Engagement)

Self-Defined

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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

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Self-Defined

Team

Account Team

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Legal Team

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PR Team

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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

Denny’s Pancake Live

Entered in Facebook Live, Creative use of Technology

About this entry

Years ago we brought to life Denny's most iconic dish with the web series The Grand Slams, working with Stoopid Buddies Studios (creators of Robot Chicken). To align with Denny's new pancakes launch, we wanted to make The Grand Slams more engaging and thought, "why not bring our beloved Pancake character to life?" We always wanted to talk to a Pancake, so why not develop a Pancake that talked back?

Why does this entry deserve to win?

Our in-house technology team developed a puppetry app that incorporated a voice synthesizer and motion graphics to allow for real-time VO and animation to stream through Facebook Live's platform. We launched the activation with an episode in the style of QVC "Home Shopping Network" hosted by Grand Slams characters Sausage and Pancake that featured free merchandise. Halfway through the episode, we switched to Pancake live. Pancake fielded questions from viewers' comments and gave away exclusive, high quality swag items like skateboard decks and pancake leggings to keep viewers engaged.

Results

In less than 30 minutes, over 1,500 swag items had been ordered, leaving a few fans wishing they could purchase the merchandise. Denny's swag was shipped to 47 states, where thrilled fans sported their goods online. Everyone in the tech realm, from Digiday to Facebook (who called asking how we'd pulled off real-time animation), was enamored by our talking Pancake. In the end, we connected fans to Denny's and The Grand Slams in a unique way, using a new platform, and saw a lift in purchase intent with our key target of millennial males/females

Media

Video for Denny’s Pancake Live

Produced by

Erwin Penland, Denny's

Link

Entry Credits