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/16th/"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
From the 16th Annual Shorty Awards

Gordon Ramsay’s Food Stars Dollar Bill AR stunt

Gold Honor in Contest or Promotion

Objectives

For Season 1 of Gordon Ramsay's Food Stars, our objective was to craft a creative marketing campaign using AR to showcase Gordon Ramsay's transition from chef to investor. We aimed to create a unique and immersive experience that emphasized the financial aspect of the show. By leveraging AR, we provided the audience with an engaging opportunity to scan real dollar bills for a chance to win money and check out exclusive content.  This approach distinguished our campaign from traditional promotions, forging a stronger connection between the audience and Gordon Ramsay's evolving career, ultimately making it an impactful success.

Strategy and Execution

Inspired by Gordon Ramsay's $250,000 investments in the show, we brought his investment to life through an immersive AR experience. By scanning real dollar bills, viewers unlocked exclusive content, including personalized messages from Gordon, an exclusive trailer, and a chance to win real cash. The key challenge was to promote this unique stunt and make sure people knew about it across the US. We tackled this challenge by deploying a multifaceted promotion strategy, including on-air, social media, and digital out-of-home ads, along with custom promotional materials at Gordon Ramsay's restaurants. Additionally, street teams distributed custom $250,000 bills with QR codes in five key markets, directly engaging potential viewers. What makes this project truly exceptional is the innovative use of AR and tangible currency, offering a personalized and memorable experience. It captivates viewers, builds anticipation, and sets the stage for Season 1 of Gordon Ramsay's Food Stars.

Results

The results of our innovative campaign for Gordon Ramsay's Food Stars exceeded our team's objectives. With over 47 million impressions and an average playtime of 1 minute and 30 seconds, our campaign effectively reached and engaged a vast audience. What makes our efforts truly successful is the transformation in the audience's interaction with Gordon Ramsay; the AR Filter allowed viewers to experience him in a new way. He's not only a chef, but also an investor.

Media

Video for Gordon Ramsay’s Food Stars Dollar Bill AR stunt

Entrant Company / Organization Name

FOX Entertainment