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

JBL EON ONE Take Contest & Truck Tour

Finalist in Retail & E-Commerce, Technology, Location-Based Experience

Audience Honor in Location-Based Experience

Entered in Contest or Promotion, Multi-Platform Campaign, YouTube

About this entry

Our objective was to increase awareness of the new JBL EON ONE Professional PA system in retail and professional spaces. The primary goals included driving in-store and online sales while increasing brand authority for JBL and other HARMAN Professional Solutions brands. We created a national truck tour, featuring onsite demonstrations, live performances and a singer/songwriter contest, combined with interactive social media and web campaigns to maximize reach while driving additional traffic to future live events as well as voting for the contest winner. Additional goals included growing our social communities, driving engagement on social media properties and increasing web traffic via digital and social campaigns.

Why does this entry deserve to win?

The strategy included combining live events, social media campaigns, web properties and digital promotions to drive awareness of our national singer/songwriter contest entitled EON ONE Take. The campaign focused on driving partners, customers and aspiring artists to local retailers to demo the JBL EON ONE and experience other HARMAN products on the HARMAN Mobile Recording Truck. The truck tour and EON ONE Take contest included 28 stops and covered more than 1,200 miles from coast to coast. Tour stops were at major audio and music retailer partners across the country, including Guitar Center, Sam Ash, B+H Photo, Sweetwater, Washington Music, Full Compass and Performance Audio.

At each tour stop, EON ONE Take contestants could record a single track of their original song in "one take" on the HARMAN Mobile Recording Truck. The entries were later evaluated by our panel of judges. The 20 semi-finalists were narrowed to the top 10 finalists by Quincy Jones, Andrew McMahon In The Wilderness and Bryan Bradley, SVP & GM, Entertainment, HARMAN Professional Solutions.

In addition to gaining exposure to the highly influential industry judges, finalist videos were widely promoted through HARMAN Professional Solutions' and JBL Professional's social media channels. Once the judges selected the top 10 finalists, the performances were posted on the eononetake.com microsite and JBL Professional's YouTube channel, where the public could vote for their favorite artist by liking their video on YouTube.

The entire campaign lasted more than four months between the promotion of tour stops and live events through online voting and the winner announcement. The grand prize winner received a trip to Los Angeles for a recording session at the legendary Village Studios.

Throughout the campaign, a combination of digital promotions and social media posts were used to drive traffic to each tour stop, drive contest entries, drive web traffic, drive online engagement and drive voting. Online promotions included banner ads on jblpro.com, akg.com, Facebook, Instagram and Twitter. Digital campaigns were carefully crafted and targeted for each stage of the campaign. For each tour stop, social media content and promotions used a mix of general awareness postings as well as geo-targeted posts for each specific tour location. When the campaign shifted to voting for the winner, social media content incorporated tags and targeting of each performer's existing fan base. Artists were also encouraged to share our content with their followers, which drove voting through grassroots campaigns targeted to their fan bases.

Results

– More than 1.4 million engagements across all social channels during the campaign period

– JBL Professional gained 30,316 followers and had 353,879 social engagements during the campaign period

– 283 entries in the EON ONE Take contest

– 7,236 votes submitted for the top 10 finalist videos (YouTube likes)

– 34,731 views of EON ONE Take finalist videos

– Paid campaigns drove 65,583 clicks, 2.5 million impressions and a $0.19 cost per click during the campaign period

– Web traffic to eononetake.com included 49,304 sessions with 62,459 page views during the campaign period

– Increased entrances to the EON ONE microsite on jblpro.com by 31.87 percent during the campaign period

Media

Video for JBL EON ONE Take Contest & Truck Tour

Produced by

HARMAN Professional Solutions, JBL Professional by HARMAN, Amplify Marketing

Links

Entry Credits