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

We Are Here

Entered in Facebook

About this entry

Airbnb unveiled the most significant development in its eighth year history as it moves beyond accommodation with the launch of Trips. Bringing together where you stay, what you do and the people you meet all in one place, Trips is a people-powered platform designed to make travel both easy and magical. Trips launched with three key areas – Experiences, Places and Homes.

In an effort to amplify how Trips will make travel magical again, we wanted to completely immerse travelers into these communities around the world.

Why does this entry deserve to win?

To celebrate the launch of Experiences as part of the launch of Trips, we invited people around the world to participate Live via a 24-hour Facebook Live feed named We Are Here.

For the duration of the 24-hour launch period, people could surf in LA, learn about authentic Venezuelan cooking in Miami, take part in performance art in Paris, experience live street dance in Seoul, transform themselves in Tokyo, and save the ocean in Cape Town – all transported via Facebook Live.

The immersive experience was presented in helmet-mounted first person perspective. The videographer was YOU , the Airbnb guest.

We also introduced "Inferred Participation" as a new method of engagement. Instead of explicitly asking for audience contributions, we took what happened naturally bubbled up in comments and wove it into the narrative in a tangible or analog way. For example, during the Paris experience where performance artist Anne Marie had the in-person participants write down their feelings to be released in liberation over the wind of a metro grate, someone was actually writing down the feelings that people were commenting on in the Live stream. Bringing their participation into the actual experience.

Results

Airbnb garnered over 6.2 million views of the 6 live streams around the world, with Miami, Paris and Tokyo being the top viewed. Miami alone saw had over 2M views.

We were able to squarely hit our target demographic for Trips with views from millennials contributing to over 22% of those that tuned in (ages 25-34).

We saw engagement and views coming from over 13 countries which not only helped launch this global product, but also to further the notion that Trips has a global appeal.

Media

Produced by

Airbnb, Facebook Creative Shop, Radical Media

Links

Entry Credits