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

Viralocity

Silver Distinction in Facebook Partnership

Entered in Multi-Platform Campaign, Multi-Platform Campaign

About this entry

Comedy Central's VIRALOCITY is a custom short-form franchise created by our team to comment on the world of marketing. Set at the titular (and fictional) branding agency, the team at Viralocity advises athletes and celebrities on the only thing that matters in the world today: Building the Brand. We follow these highly capable yet highly flawed marketers as they devise short-form video content ideas aimed at going viral on behalf of their clients. Unfortunately for the clients, the crew at Viralocity might understand what it takes to make a video get attention, but they haven't exactly mastered making something go viral for the right reasons. It's a loving send-up of our own industry. There were two main goals with the creation of VIRALOCITY. The first goal was to establish a vehicle for comedic content with professional athletes, knowing there is a strong affinity between sports fans and Comedy Central social fans. The other was to take a sponsor along for the ride, knowing athletes have loyal engaged fan bases and the content is likely to travel.

Why does this entry deserve to win?

We knew that our pilot episode of VIRALOCITY had to have big name talent to make a big splash. When we found out that Jeremy Lin, breakout NBA star and the master of Linsanity, was heading to the Brooklyn Nets and was available to make some content with us, we jumped at the opportunity to work with such a talented and world renowned athlete. Lin already had a partnership with Lyft, the cab and rideshare app, so we decided to test the waters with a seamless integration.

In the episode, our Viralocity marketing team tries to help Jeremy Lin re-build his brand. After a few not-so-great ideas, they settle on a surprise hidden camera show, with Jeremy surprising people at the Barclays Center and giving away prizes. He wants to establish himself as a family-friendly voice in Brooklyn and to show his love for the city. But from the moment Jeremy exits his Lyft to execute the shenanigans, nothing goes according to plan.

After producing the piece with a short turnaround time, we edited the video to be screened and shared across the Comedy Central digital world. This included editions of the episode for Facebook, YouTube, and Snapchat, as well as living on Comedy Central's own website. One version had the integration, and one did not include the sponsor.

Results

The pilot launched in October 2016 to great success. It was shared on Comedy Central's digital pages, and got a major boost by Jeremy Lin posting the video to his own social media accounts and his many followers, the result of him having enjoyed himself making content with us. The episode quickly reached over 2.5 million views, and 1.8 million views on Comedy Central's Facebook. The piece also received coverage in AdWeek, and was shared across various comedy and basketball news outlets to great reviews. More athletes have since approached us with enthusiasm about being in future episodes. Comedy Central could not have been more pleased with the pilot, especially as the network looks to get more involved in the world of sports.

Media

Video for Viralocity

Produced by

Viacom Velocity

Entry Credits