THE 14TH ANNUAL SHORTY AWARDS

The Shorty Awards honor the best of social media and digital. View this season's finalists!

Industry

See previous winners and honorees here.</a>"> Auto See previous winners and honorees here.</a>"> Beauty See previous winners and honorees here.</a>"> Business to Business See previous winners and honorees here.</a>"> Consumer Brand See previous winners and honorees here.</a>"> Education See previous winners and honorees here.</a>"> Entertainment See previous winners and honorees here.</a>"> Financial Services See previous winners and honorees here.</a>"> Fitness, Health, & Wellness
<br>See previous winners and honorees here.</a>"> Food & Beverage
See previous winners and honorees here.</a>"> Gaming See previous winners and honorees here.</a>"> Government & Politics See previous winners and honorees here.</a>"> Hospitality See previous winners and honorees here.</a>"> Insurance See previous winners and honorees here.</a>"> Live Events See previous winners and honorees here.</a>"> News & Media See previous winners and honorees here.</a>"> Non-Profit See previous winners and honorees here.</a>"> Pets & Animals See previous winners and honorees here.</a>"> Pharma & Healthcare See previous winners and honorees here.</a>"> Real Estate See previous winners and honorees here.</a>"> Restaurants See previous winners and honorees here.</a>"> Retail & E-Commerce See previous winners and honorees here.</a>"> Social Activism See previous winners and honorees here.</a>"> Sports See previous winners and honorees here.</a>"> Technology See previous winners and honorees here.</a>"> Television See previous winners and honorees here.</a>"> Travel & Tourism See previous winners and honorees here.</a>"> Wine, Beer & Spirits

Strategy & Engagement

See previous winners and honorees here.</a>"> Brand Partnership See previous winners and honorees here.</a>"> Call to Action See previous winners and honorees here.</a>"> Community Management See previous winners and honorees here.</a>"> Creative Use of Technology See previous winners and honorees here.</a>"> CTV/OTT See previous winners and honorees for Insights and Trends here.</a> <a href=https://shortyawards.com/17th/"https://shortyawards.com/category/16th/data-visualization">See previous winners and honorees for Data Visualization here.</a>"> Data & Insights See previous winners and honorees here.</a>"> Earned Media See previous winners and honorees here.</a>"> Event & Experiential See previous winners and honorees here.</a>""> Gamification See previous winners and honorees here.</a>"> Humor See previous winners and honorees here.</a>"> Innovative Media Buying Strategy See previous winners and honorees here.</a>""> Integration with Traditional Media See previous winners and honorees here.</a>"> Internal Communications See previous winners and honorees here.</a>"> LGBTQ Community Engagement See previous winners and honorees here.</a>"> Micro-Influencer Strategy See previous winners and honorees here.</a>"> Multicultural Community Engagement See previous winners and honorees here.</a>"> Music & Dance See previous winners and honorees here.</a>"> On a Shoestring See previous winners and honorees here.</a>"> Organic Promotion See previous winners and honorees here.</a>"> Paid & Amplification See previous winner and honorees here.</a>"> Physical and Digital Convergence See previous winner and honorees here.</a>"> Public Service Announcement See previous winners and honorees here.</a>"> Real Time Response See previous winners and honorees here.</a>"> SEO & SEM See previous winners and honorees here.</a>"> Social Commerce See previous winners and honorees here.</a>"> Storytelling

Cash App - "The Angel Machine"

Finalist in Financial Services, Immersive, Physical and Digital Convergence

Entered in Contest or Promotion, Event & Experiential, Gamification, Launch Campaign, Single Post or Activation

Objective

To announce Cash App’s year-long partnership with WNBA star Angel Reese, they needed an approach that felt exciting to her fans, and authentic to both their brand and hers. 

First we had to find the common theme that tied the two brands together. Both are disruptive, change-makers in a legacy category. They represent a new model for young people, and maybe most importantly, they are deeply committed to giving back to their respective communities. 

This last insight revealed a huge opportunity for both brands: perform an audacious act of direct giving in Reese’s new hometown of Chicago. For Angel, it was a way to connect directly with her WNBA fanbase, and give back to the city that had given her so much in her rookie season. For Cash App, it was a way to activate a digital brand in a physical format within a target market, and raise awareness of their new partnership.

 

Strategy

We developed “The Angel Machine,” a seven foot tall monolith where fans play a game of chance for the opportunity to win Angel Reese’s things like her jersey, cards, handbag, sunglasses and crown.

The experience was set up in a busy thoroughfare in Chicago’s West Loop neighborhood. Angel tweeted the location inviting people to play — her fans loved it.

 

Results

And the press loved it too, garnering coverage in Yahoo Sports, Vibe.com, Bleacher Report,The Mirror, Marketing Brew and many other sports and lifestyle publications.

The Angel Machine’s success gave Angel Reese and her fans a new platform to engage, and it set a standard for all of Cash App’s future sports sponsorships.

 

Media

Entrant Company / Organization Name

Loop, Cash App

Links

Entry Credits