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

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Self-Defined (Social Campaigns)

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

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Animation

Art Direction

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Campaign Management

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Leader

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Content Team Leader

Creative Team Leader

Culture Team Leader

Design Team Leader

Legal Team Leader

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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

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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

#LiveFromLV

Entered in Multi-Platform Campaign, Live Streaming Video

About this entry

#LiveFromLV had two primary objectives:

1 ) Awareness:

Showcase Las Vegas, and MGM Resorts, as the ultimate New Year's Eve travel destination, especially on the west coast

2) Develop Las Vegas intention which could lead to later conversion:

Increase Las Vegas and MGM Resorts intention, prior to January 2017 booking period

Develop retargeting lists from those who engage with New Year's Eve content to be used in January 2017 and forward

Why does this entry deserve to win?

Strategy: Develop a social content campaign, #LiveFromLV, which highlights ways to celebrate New Year's Eve in Las Vegas, specifically at MGM Resorts International properties. Do so by creating a compelling live-story on New Year's Eve in partnership social media influencers that showcases specific New Year's Eve activities across our resorts, and conveys the overall energy in Las Vegas as we count down to 2017.

Implementation: Work with paid and organic influencers to broadcast a first-of-its-kind live story, #LiveFromLV, on Twitter and Facebook on New Year's Eve. Broadcast the singular live-stream on multiple owned handles on Facebook and Twitter. The live-broadcast showcased these 10 influencers in 8 diverse locations having the time of their lives leading up to, and just after midnight.

Influencers additionally shared their experiences in real-time throughout New Year's Eve on their personal social media channels to increase reach of message to their relevant audiences.

Key Features:

MGM Resorts curated New Year's Eve experiences for 10 influencers including hotel, food and beverage, and entertainment

These 10 influencers created and shared hundreds of pieces of real-time content all night showcasing their New Year's Eve experiences. The MGM Resorts International social media team was on The Strip working with influencers to curate content throughout the evening.

At midnight, the influencers came together from 8 locations and streamed one live broadcast on many of MGM Resorts International's Facebook and Twitter channels to ring in the New Year.

A custom emoji was developed for Twitter. When Twitter users included #LiveFromLV in their content, their Tweet populated the custom emoji.

Social influencers were "whitelisted" on Twitter, and the media team advertised against the best Tweets in real-time.

With support from the in-house multimedia team, user generated content (UGC) using the #LiveFromLV hashtag was showcased on Strip marquees.

With support from the in-house Sponsorships team, branded glow sticks were created that contained the hashtag and either the MGM Resorts logo or a sponsor logo.

With support from the in-house Digital Design team, Snapchat custom geofilters were created and launched for both New Year's Eve, and New Year's Day.

Results

This campaign was a big success. From a social engagement view, the numbers speak for themselves:

Reach: 25 million

Video Views: 4.6 million

Twitter and Facebook Engagements: 802k

Snap Views: 968,800

Cost per Video View: $.03

- CPV was 5x More Efficient than Benchmark

Twitter trends:

- Trended #1 in Las Vegas

- Trended #16 Nationally

We were able to increase awareness of the brand and its New Year's Eve offerings. Moreover, we were able to add nearly 20 million users who engaged with our content to our retargeting lists which we began activating against in January 2017.

Media

Video for #LiveFromLV

Produced by

MGM Resorts International

Link

Entry Credits