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

I’m Feeling Lucky Experience presented by Google Store

Finalist in Periscope, Physical & Digital

About this entry

Google might be one of the most recognizable brands in the world, but in the spring of 2016, its e-commerce division, Google Store, was still in its infancy and lacked the same awareness. So how did Google Store shatter through the 2016 South By Southwest conversation onsite and online? Ask yourself: Are you feeling lucky?

Every spring, the most innovative makers and early adopters clamor to Austin, TX, during SXSW Interactive to see what brands and start-ups have brought forward as the hottest tech of today. Google Store set out to harness the attention of this tech-savvy audience in a very big way.

The Google Store's campaign goals were to build awareness for Google Store amongst this tech-savvy audience and showcase a unique and 'Googley' side to the Store with a variety of products that are offered. To take it a step further, Google Store also wanted to bring the offline experience to online for those unable to attend by allowing people to participate through Twitter and Periscope.

Why does this entry deserve to win?

How was Google Store to build brand and product love to tech-forward millennials? Retro. Delight. Google Store stands for delighting users with tech they didn't know they couldn't live without. With the recent fascination with all things retro, we knew we could bring delight to life in a BIG way.

With its young, millennial, tech-enthusiast target audience within reach, Google Store needed to make a GIANT impact. What better way to meet our potential brand ambassadors on their playing field than with a giant claw machine?

With hundreds of panels, keynotes, and other brand activations happening throughout SXSW, attendees were over-saturated with content. The claw machine at the Google Fiber Space lent the perfect opportunity for people to take a break and go back to younger days by testing their luck with a giant claw machine filled with a variety of Google Store merch.

With the SXSW attendees taken care of on site, Google Store continued to think bigger to bring the campaign to current and potential fans at home. Each day, online fans were able to submit their own claw directions using emojis plus #GoogleStoreClaw via Twitter. Each night a live Periscope was hosted where a handful of directional emoji tweets were chosen to see if the claw would grab a prize. Lucky winners were sent a Google Store online voucher via direct message to redeem their prize. This drove users to the site allowing them to see all that Google Store offers.

The Google Store team also monitored in real-time, identified key influencers, festival attendees, and celebrities, and sought out 1:1 engagement through Twitter. Not only did this increase foot traffic on site, but it fueled online interactions and reached those who didn't previously know about Google Store.

Results

Onsite Experience

Connecting Onsite and Online

Media

Video for I’m Feeling Lucky Experience presented by Google Store

Produced by

FleishmanHillard, Google Store

Links

Entry Credits