THE 14TH ANNUAL SHORTY AWARDS

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

Industry

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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

FLY: Base Jump

Finalist in Short Form Video

Objective

To promote the streaming premiere of the National Geographic Documentary Film "FLY," we posted a video shot by professional BASE jumpers Espen Fadnes and Amber Forte. The film follows several couples who take part in the extreme sport, and its release coincided with a strategic relaunch of the Nat Geo Adventure accounts, which have a large following but relatively low engagement levels in recent years. We aimed to grow engagement on that account as well as awareness of the film.
 

Strategy

The premiere of "FLY" on streaming platforms meant it would be available to a wider audience following its IMAX theatrical run, especially for those adventure fans that were not able to see it in theaters. To raise awareness of this event, we needed new, unique content that could appeal to the target audience of outdoor adventure seekers as well as general audiences. The athletes featured in the film proposed the idea of shooting the video with a tune-in callout while BASE jumping. Despite our apprehensions about the dangers involved in this idea, the video they delivered turned out to be a great encapsulation of the joy and thrill of BASE jumping as seen in the film. Prior to posting this video, some of the traditional theatrical marketing content did not perform as well on social media as we hoped. This video came from talent and was authentic and raw, while still incredibly unique and visually stunning. We posted it as a collab with Nat Geo Docs, Nat Geo Adventure, and talent.
 

Results

The video, the first of its kind to be posted on Nat Geo Docs, received 1.9m views and 47k engagements on Instagram.

Media

Entrant Company / Organization Name

National Geographic

Link

Entry Credits