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

Interactive Palm Reading with Hulu’s Shut Eye

Entered in Television, Multi-Platform Campaign

About this entry

Leading up to the premiere of Hulu's new original series, Shut Eye, we wanted to drive awareness of the season 1 show about psychics in LA and encourage streams. To achieve this and leverage excitement around the show premiere, our objective was to build a social activation that encouraged users to interact directly with the TV show on Facebook, Twitter and Instagram, and share their participation with their followers. We aimed to create an on-brand activation that would launch days before the December 8 premiere and run through the first week post-premiere.

Why does this entry deserve to win?

Because Shut Eye is about the world of psychics, our activation needed to be mystical. With this in mind, we chose to create an interactive palm reading, where users would be directed to share an image of their palm and tag @ShutEyeOnHulu on either Twitter, Instagram or Facebook for a custom palm reading in return.

We first teased the activation with a palmistry infographic, paired with post copy: "Your future is in your hands. What does your palm reveal? Find out on Monday."

Next, to officially kick off the activation, we released an instructional video that featured show talent explaining how to participate. In addition to posting the video natively on our social channels, Hulu shared the post on their brand channels, and we started receiving submissions immediately. Throughout the next 10 days, we responded to users within 24 hours of submission.

Each reading was customized to the users' palms by using palmistry books and guides to draw general conclusions about the participant's personality, career and love life.

The readings were received with appreciation and surprise, with replies like, "That's pretty much spot on!" "That is so true." and "That's exactly what I like to hear!"

Results

From activation launch on 12/5/16 to 12/16/16:

- Over 500 palms were submitted

- On Facebook, the CTA video received 3.8 million video views and 16.8k reactions

- On Twitter, the CTA video received 92k impression and 1.1k engagements. Of over 200 palm readings on Twitter, there were 80 retweets, reaching thousands of potential new fans.

- Instagram followers grew by 200% during the period of the activation

Media

Produced by

Part IV, Hulu

Links