The Shorty Awards is an international awards competition honoring the best work by brands, agencies, nonprofits, and individuals across digital and social platforms.
More specifically, the Shorty Impact Award is an annual international awards program dedicated to honoring the purpose-driven work created by brands, agencies, nonprofits, and individuals to ignite positive societal change.
The episodic series directed by Chase White for Ford and Wyoming embarked its talent on an immersive journey across the state, aiming to showcase its diverse landscapes, rugged camaraderie, and authentic adventures.
Along the way, teams met up with Wyoming-based organizations focused on access, preservation and stewardship of the land to award a generous $70,000 in grants from the Bronco Wild Fund.
At the end of the journey, the team with the most accumulated points was crowned the winning team and given an additional Bronco Wild Fund grant to donate an additional $10,000 to their favorite non-profit organization.
The series itself was an awareness-driving tactic set by the Wyoming Office of Tourism, focused on supporting discovery of the destination with new audiences. As such, aggressive goals of 8.5MM impressions and 6.2MM video views were set and outperformed due to compelling content and groundswell of interest in the series.
Quantitatively, the series outperformed every network benchmark and beat out editorial content, placing in the top pages of Outside’s vast network, ultimately delivering over 11.3M impressions that generated brand awareness (+32% over-delivery). These impressions included episode views, display, social impressions, video cutdown views, content pageviews, and more. All together, these impressions have driven over 8M video views of branded content (+30% over-delivery), 1.1M social views (+85% over-delivery) and 6M linear TV views (+20% over-delivery). In addition to filming 3 teams in 28 locations spanning 1,300 miles, 10 tattoos (long story) plus $70,000 donated to local organizations.
