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

Los Angeles Chargers Social Media

Finalist in Sports

Objective

In 2024, the Los Angeles Chargers aimed to make a bold statement – entering into a new era of football with the hiring of Coach Jim Harbaugh, a state-of-the-art facility, and an energized roster. Our social media strategy was designed to amplify this transformation, driving excitement and engagement around the team’s fresh look on and off the field.

By tapping into the high-energy atmosphere surrounding Coach Harbaugh’s leadership, our content not only showcased the intensity of the team’s preparation but also highlighted Harbaugh’s dynamic personality and his vision for the future. Behind-the-scenes access to the new facility, exclusive player training clips, and Harbaugh’s candid moments with the team created a sense of anticipation that extended far beyond game day.

Strategy

Through immersive storytelling, player-driven content, and interactive fan engagement, we positioned the Chargers as a force to be reckoned with in 2024—showcasing a revitalized team, a visionary new coach, and a state-of-the-art facility that all contribute to the Chargers’ pursuit of success both now and in the future.

The arrival of Coach Harbaugh was a central narrative throughout the year, we worked to create raw, unscripted content that highlighted his leadership style and new energy that he brought to the team. Whether it was his intense training sessions, team-building moments, or candid interactions with players, we quickly saw that this content resonated with our entire fan base. 

Simultaneously, the unveiling of the new training facility became a content goldmine. The facility wasn’t just a physical space; it was a symbol of the team’s commitment to excellence. We showcased its features, the cutting-edge technology, and the hard work taking place behind the scenes. By offering exclusive glimpses into the players’ routines, from pre-season prep to in-season recovery, and the faces behind the scenes to equipment staff and our incredible chefs. We not only built anticipation but also reinforced the Chargers a pillar of the city and a force to be reckoned with. 

As for the team’s new roster, we ensured each player’s personality was front and center. We led with fun social-first content from challenges and trends to jokes and pranks, and of course, wholesome moments to really showcase each player’s unique personality. These personal stories helped bring fans closer to the team, showing that the Chargers weren’t just a group of athletes—they were relatable, diverse individuals with passions beyond football.

To tie everything together, we amplified our content strategy across multiple platforms—Instagram, Twitter, TikTok, YouTube, and Snapchat—ensuring we reached fans where they were most active. We experimented with interactive Q&As, giveaways, and more to encourage real-time engagement. The goal was to make fans feel like they were a part of the Chargers’ journey, rather than just passive observers.

Results

The Charger's reputation on social media is known across the industry and as a result, our content team holds ourselves to high standards. Each year we strive to grow across all core social media KPI’s and we achieved huge success by driving significant engagement, amplifying the team’s new identity, and fostering deeper connections with fans.

The Chargers also successfully grew their digital community, expanding the fanbase to younger, more diverse audiences. Our strategy of humanizing the players and emphasizing community involvement deepened fan loyalty and turned casual viewers into passionate supporters.

Media

Video for Los Angeles Chargers Social Media

Entrant Company / Organization Name

Los Angeles Chargers

Links

Entry Credits