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

Top Rank Boxing's Ringside Cam

Entered in Instagram, Vertical Video

Objective

In 2024, the Top Rank Boxing social media team set out to redefine how they brought fans into fight night.

Since 2021, Top Rank's Ringside Cam was devoted to capturing the thrill of the boxing with smartphones, delivering raw, real-time vertical content to fans around the globe. With a social media team member positioned on the ring apron, fans were instantly delivered highlights from the best seat in the house. But this year, the team decided it was time to evolve with the goal of increasing quality/engagement and to position themselves better in Instagram's Reel algorithm. 

Strategy

To transform Ringside Cam content, Top Rank replaced their smartphones and moved fully into using DSLR cameras, launching the initiative at a February 2024 event in Tokyo, Japan. The shift immediately generated impact with the first clip shared from @TopRank hitting 6.5M views - the second most viewed ringside clip for the entire year.

As shown by launching in Tokyo, the new approach was not going to be limited by geography for the Las Vegas based promoter. The team set out to delivering this new, increased quality of content to every event, regardless of its location. With this in mind, the implementation spanned 31 events across four continents and seven countries between February and the end of November 2024.

The transition from mobile phones to DSLR cameras required the team to quickly adapt to new equipment, with most members having only prior experience shooting on phones. Training sessions were conducted to familiarize the team with camera settings, lens options, and shooting techniques to ensure seamless operation under the fast-paced demands of live events. The new workflow introduced complexity; instead of simply trimming and sending footage directly from a phone, DSLR content required capturing, transferring, and preparing clips within the 60-second intervals between rounds. This new routine became a precise and highly coordinated effort, maximizing every moment to deliver high-quality highlights within the same timeframe fans had begun to expect over the last four years.

Results

Overall, the Ringside Cam DSLR initiative exceeded expectations, delivering a significant engagement and view boost to Top Rank Boxing's Instagram presence:

This innovative approach not only shattered performance benchmarks but also solidified Top Rank's reputation as a trailblazer in digital boxing content. By leveraging the power of DSLR-quality visuals and Instagram’s Reel algorithm, the Ringside Cam didn’t just bring fans closer to the action—it redefined how they experience it, setting a new standard for engagement for the sport.

(Click HERE to watch the best Ringside action of 2024)

 

Media

Entrant Company / Organization Name

Top Rank Boxing

Links

Entry Credits