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AdWeek: Here Are the Winners of the Fifth Annual Shorty Social Good Awards

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By David Cohen

The winners of the Fifth Annual Shorty Social Good Awards were saluted Thursday night during an invite-only virtual event hosted by actor Arturo Castro.

Arturo Castro. The Shorty Awards

Highlights will be shared on the Shorty Awards site following the event.

The 2020 Impact Honorees are Gary Vaynerchuk and Adam Waheed.

Gary Vaynerchuk. The Shorty Awards

Adam Waheed. The Shorty Awards

 
Vaynerchuk is being recognized for a 12-hour TikTok “streamathon” that raised more than $2 million for charities, while Waheed is being called out for helping to build The Adam Waheed School in Bali, as well his work on the frontlines of the protests earlier this year over the racial divide in the U.S.

The winners of the Fifth Annual Shorty Social Good Awards are:

Best Global Campaign

A Piece of Me

Best Integrated Campaign

Lift Every Voice: Black History Month

Best Mobile Campaign

Lift Every Voice: Black History Month

Best Multiplatform Campaign

#AloneTogether

Best On a Shoestring Campaign

Joke a Day for MDA

Best Pro Bono Campaign

Men Pay for Toilet Paper in Public Restrooms (Like Women Do for Tampons)

Best Social Movement Campaign

Home Is Here: The Voices of Undocumented People at the Supreme Court

Best in Accessibility

Fostering Inclusive Experiences for Those With Speech Disorders Through My Beautiful Stutter

Best in Animal and Wildlife

Disney The Lion King Protect the Pride

Best in Arts and Culture

Rumors of War

Best in Civic Engagement

Our Power

Best Work for Developing Nations

The Other Bar

Best in Diversity and Inclusion

Dragged: Queen Unique

Best in Education

Lessons of Auschwitz: VR Tribute by School Students

Best in Emergency Relief

The World’s Tallest Donation Box

Best in Environment and Sustainability

The Ash Globe

Best in Gender Equality

Men Pay for Toilet Paper in Public Restrooms (Like Women Do for Tampons)

Best in Human Rights

The Cave

Best Work for Immigration and Refugees

Fortify Rights/Doha Debates Rohingya Instagram Fellows

Best in LGBTQ+

Human by Orientation Pride Site

Best in Medical Research

Global Goal: Unite for Our Future

Best in Mental Health

I May Destroy You

One Call a Day

Best Work for Hunger and Poverty Relief

The World’s Tallest Donation Box

Best in Public Health

Cover Smart. Do Your Part. Slow the Spread.

Best in Racial Equality

Brainwashed by Toons

Best in Social Justice

Brainwashed by Toons

Best in Veteran and Service Support

American Legion Post 483 Community Service Skills Initiative Program

Best in Youth and Family

Lessons of Auschwitz: VR Tribute by School Students

Best in Auto

Subaru Celebrates Pets by Establishing National Make a Dog’s Day

Best in Business-to-Business

IBM + Yara: Building a Digital Farming Platform

Best Consumer Brand

The Virtual National Forest

Best Cultural Institution

Museum’s Closure Due to Covid-19 Opens New Opportunity to Teach Holocaust History

Best in Energy

BMW IconicSounds Electric

Best in Entertainment

Participant’s Fight Forever Chemicals Campaign

Best in Fashion, Beauty and Luxury

Big Yellow

Best in Financial Services

#AcceptanceMatters

Best in Fitness and Wellness

Paramount’s Sonic the Hedgehog x Unicef Kid Power

Best in Food and Beverage

“Drink Responsibly. #SexResponsibly” from Absolut and Pernod Ricard North America

Best in Government and Politics

The World’s Tallest Donation Box

Best in Healthcare and Pharma

“With Love, Me” Presented by Your Cancer Game Plan

Best in Hospitality and Travel

Marriott International Offers Rooms for Responders During Covid

Best in Live Events

Dear Class of 2020

Best in News and Media

The Endless Letter on Instagram Stories

Best Nonprofit Organization

One World: Together at Home

Best in Retail and Ecommerce

Grove Collaborative Commits to 100% Plastic Free Products, Pushing the CPG Industry Forward

Best in Sports

WWE’s First-Ever No Makeup Photo Shoot

Best in STEM

Tech for America

Best in Technology

Vodacom eSchool – Connecting Learners for a Better Future in a Time of Covid-19

Best in Television

One World: Together at Home

Best Use of Facebook

#stage13 Supports Asian-Owned Restaurants During the Pandemic

Best Use of Instagram

Girls Room

Best Use of TikTok

This Is Quitting

Best Use of Twitter

The Ad Council and Twitter ArtHouse: #StayHome #AloneTogether

Best Use of YouTube

One World: Together at Home

Best in Artificial Intelligence

IBM + Chemonics: Global Health and Intelligent Supply Chains

Best Use of Call to Action

The 2020 Call for Code Global Challenge

Best Community or Employee Engagement

Best Contest or Promotion

JetBlue Healthcare Heroes

Best Data Visualization

The World’s Tallest Donation Box

Best Use of Games

Global Pride Crossing

Best Use of a Hashtag

Kevin Bacon’s #IStayHomeFor Campaign

Best use of Humor

Scrubhub

Best Use of Images

Koalas of NYC

Atlanta’s Missing and Murdered: Pieces of Atlanta

Best Use of Music and Dance

Seize the Awkward: “Whatever Gets You Talking”

Best Organic Promotion

Lifting Black Voices UK

Best Use of a Podcast

AARP’s The Perfect Scam Podcast

Coronavirus: Fact vs. Fiction (CNN)

Public Service Announcement

Contagion PSA

Best Real-Time Response

Koalas of NYC

Best Use of Storytelling

The Endless Letter on Instagram Stories

Best Use of User-Generated Content

Best Use of Video

Music Moments

Best Business-to-Business Partnership

Hunger: Not Impossible in Partnership With Salesforce and Postmates

Best Business-NGO Partnership

GroundTruth and No Kid Hungry Partner to Drive Over 11k Visits to Meal Distribution Sites for Covid-19

Experience Design & Technology Awards Name 2020 Finalists

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Mirrored Media has been named among the finalists for the 2020 Experience Design & Technology Awards, hosted by EventMarketer. The UTA Sundance House was named a finalist in the ‘Best Overall B-to-B Environment category, and The Grove Tree Lighting for Caruso was a finalist in the ‘Best Stage Design’ category. 

Congrats to the Mirrored Media team and our clients on this honor. The winners will be announced in a virtual gala on December 15. 

Read more about the awards at edtawards.eventmarketer.com.

Mirrored Media selected as Finalist in the Shorty Social Good Awards

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Oct. 14, 2020 – Mirrored Media has been selected as a Shorty Social Good Award Finalist for BMW IconicSounds Electric in the Energy category.

The Shorty Social Good Awards honor the social good initiatives brands, agencies & nonprofits are taking to make our world a better place. While the Shorty Awards have long-honored the best of social media and digital, this competition includes efforts made by organizations to improve sustainability and diversity internally, foster globally-minded business partnerships and increase employee community and civic engagement.

Finalists were selected by members of the Real Time Academy of Short Form Arts & Sciences, comprised of luminaries from advertising, media, entertainment and technology. The group includes Ogilvy Vice President of Social Change Kate Hull Fliflet, Owner and CEO at Black Girls Run Jay Ell Alexander, Director of Social Impact at MTV, VH1 and Logo Maxwell Zorick, Founder and CEO at The Phluid Project Rob Smith, and more. Social Good Award winners will be announced and honored at a digital ceremony on Thursday, November 12th, in New York City.

ABOUT THE SHORTY SOCIAL GOOD AWARDS

The Shorty Social Good Awards are presented by the Shorty Awards and produced by Sawhorse Media (http://sawhorsemedia.com/), a New York-based technology company. Sawhorse also created and runs Muck Rack (http://muckrack.com/), the leading network to connect with journalists on social media.

FOLLOW THE SHORTYS

@shortyawards

shortyawards.com

Mirrored Media Named 2020 OMMA Award Finalist

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Mirrored Media is proud to have been named a finalist in the 2020 OMMA Awards in the Automotive category for our work on BMW’s IconicSounds Electric.

The OMMA Awards is an annual awards event that honors the best campaigns in Online Marketing Media and Advertising (OMMA) by agencies and advertisers that push the potential of digital advertising.

The BMW IconicSounds Electric initiative is a groundbreaking partnership between the mobility brand and composer Hans Zimmer to design the sounds of the future for the BMW electric fleet.

See the full list of finalists and vote for us in the Members’ Choice Awards by visiting the OMMA Awards website.

Mirrored Media Wins Best Entertainment Sponsorship or Tie-in at 2020 Pro Awards

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The Mirrored Media team is proud to accept the 2020 Pro Award for Best Entertainment Sponsorship or Tie-in for the #RoadtoCoachella 2019 campaign with BMW and Khalid.  Thank you so much to Chief Marketer and the Pro Awards for the recognition and virtual experience and so glad our artist partner Khalid could join us to celebrate virtually!

You can watch the category announcement as well as our acceptance speech in the video below.

Chief Marketer Pro Awards Virtual Gala

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This year’s gala is going virtual! Winners will be named ‘live’ during the 2020 virtual PRO Awards Gala being held September 2 at 4:00 PM in Chief Marketer’s digital environment. Join us as we raise a toast to the brands and agencies who created the best marketing campaigns of the year, connect with industry peers in our networking lounge and more.

Register HERE to join us TODAY at 1pm Pacific/4pm Eastern to watch the live event online. BMW #RoadtoCoachella is nominated for Best Entertainment Sponsorship or Tie-In and Best Vehicle-Based Campaign!

BizBash: What Went Wrong at the Now-Infamous Hamptons Drive-In Concert?

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Videos from last month’s Safe & Sound benefit appeared to show attendees ignoring social distancing protocols. Event pros discuss what they think went wrong—and how to prevent it in the future.

By Claire Hoffman

A few weeks ago, the event industry drew headlines for all the wrong reasons. What started as a drive-in fundraiser concert with a number of thorough safety measures ended with viral videos of crowding and front-row guests without masks, appearing to break the state of New York’s social distancing regulations. The Department of Health has since launched an ongoing investigation into the July 25 “Safe & Sound” benefit in the Hamptons, 
and Governor Andrew Cuomo tweeted that he was “appalled.” 

Before the event, BizBash caught up with the organizers to discuss the safety measures put in place for the 500 car—or 2,000 guest—gathering, which included a concert from The Chainsmokers. Steps included pre-event health questionnaires, and mask and hand sanitizer giveaways for every guest. There were hand-sanitizing stations in every row, bathrooms that were disinfected every 10 minutes, and an on-site physician performing temperature checks. The amount of security was tripled to more than 80 guards, and concertgoers purchased reserved parking zones that were designed for four to six people per car and spaced six feet apart.

So what exactly went wrong here—and how can it be prevented in the future, when these types of drive-in events continue to grow in popularity? To find out, we chatted with six top event pros from throughout North America. Here are their takes.

Cara Kleinhaut, founder and CEO, AGENC Experiential & Digital Marketing, New York and Los Angeles
“What is devastating to us as professionals is we are collectively responsible for reviving our decimated industry. We will be held up to a microscope with everything we do, like it or not. So we have a collective obligation to make sure we are putting every single best practice forward when planning [events] in this age of pre-vaccine COVID. They must be safe. Many of us have gone to great lengths to become COVID-safety certified, stay in close contact with local officials and health experts to make sure our spaces are safe, and publishing best practice manuals. We do not take this lightly. If we are going to do it, we better do it right. 

From what we saw in the Hamptons, despite their best-laid plans on paper, they did not enforce social distancing, mask-wearing, and other very basic safety measures. Enforcement is key, as human nature will always be to push the rules and revert to old behavior and entitlement of what we feel we should be able to do. Where that event failed was in communication from the stage that the behavior needed to stop or else they were going to have to shut down.

That said, I have seen this done correctly—for example, at the Rose Bowl for RuPaul’s Drag ‘n Drive. The cars were properly spaced, masks were worn, and if people tried to gather the security teams immediately redirected people back to their vehicles. The cost for increased enforcement will be higher, but it’s an investment in our collective health and our responsibility as professionals to show how this can be done properly.”

Justin Lefkovitch, founder and CEO, Mirrored Media, Santa Monica, Calif.
“We were so disappointed to see the mismanagement exhibited by all associated with the event, especially when so many of us in the events industry are doing all that we can to prepare a roadmap for in-person events in the age of COVID-19. 

Echoing the response from our colleagues, we need to do it right, or don’t do it at all. Each and every event and producer represents the industry as a whole. The actions of this particular group will, unfortunately, ripple into local communities and our industry. One act of irresponsibility has the potential to set the whole industry back at a time when we can least afford it. We all need to understand that what we do has a lasting effect not just in our state, but across the globe. It is our job to work within the best interests of our clients, our staff, our community, our industry, and most importantly our guests—while also keeping everyone safe. 

We must exhaust all resources to ensure the safety of our guests, with a focus on security. While checking temperatures is great, as we know, not all carriers have fevers. Masks and temperature checks are not enough when they are not supplemented by responsible social distancing and other protocol compliance.

Governments, brand sponsors, and the general public are less likely to trust legitimate events, regardless of careful preparation and attention to detail. Every time something like this or the Fyre Festival happens, the entire industry has to work harder and jump through even more hoops. Securing permits becomes more difficult, and regulations become even more strict. We have worked tirelessly with local and state government to come up with safe and responsible guidelines to bring live events back to our community. For the sake of public health, our industry, and the future of live events, we hope that producers can work together to do it right, or not do it at all. Even when you think you’ve considered every aspect of an event, you need to have contingency plans for contingency plans.”

Read the full story at bizbash.com

ProMax: TNT Takes Virtual Trip to Gilded Age for ‘The Alienist’

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To promote season two of its turn-of-the-century crime drama, The Alienist, TNT partnered with several organizations whose legacies reach all the way back to the show’s setting of 1897 Manhattan in the Gilded Age.

The show, which is based on the best-selling books by Caleb Carr, stars Daniel Brühl (Rush), Dakota Fanning and Luke Evans as an unlikely trio who become a team of criminal investigators assembled by Theodore Roosevelt, who at the time served as police commissioner of New York City. Brühl plays brilliant criminal psychologist Dr. Lazlo Kreizler, who attended Harvard with Roosevelt and newspaper illustrator John Moore (Evans), who helps Kreizler with the investigation. Roosevelt also offers them the assistance of his secretary, Sara Howard (Fanning), who has known both Roosevelt and Moore since she was a child. In season one, the three work to track down a serial killer who is murdering street children.

In season two, Angel of Darkness, Howard has opened her own detective agency and she seeks the aid of Kreizler and Moore, now a New York Times reporter, after the infant daughter of the Spanish consular is kidnapped.

When it came time to promote season two, team TNT knew they wanted to focus on a few of the show’s key topics: it’s location in Manhattan as well as its emphasis on the era’s fashion and fine dining.

“Everybody’s getting food delivered now, so we thought about partnering with a New York institute and delivering food to consumers in New York City,” said Telmo Tabuas, senior vice president of brand marketing, TNT, TBS and truTV.

One of the trio’s frequent haunts in the series is Delmonico’s Steakhouse in the Financial District, which opened in 1837. The restaurant still exists today, even though it’s been closed for indoor dining since quarantine due to coronavirus started in March.

“Delmonico’s felt like it was the perfect partner because it’s a key character in the show,” said Tabuas.

After some thought, TNT decided that rather than deliver food to random but lucky recipients in New York, it would prefer to turn the activation into a pro-social campaign. On the night of season-two’s premiere, July 19, TNT and Delmonico’s delivered 500 meals to doctors, nurses and other healthcare workers at three New York City hospitals: Manhattan VA, Mt. Sinai West and Bellevue.

Working with experiential marketing firm Mirrored Media, the team delivered branded bags, stuffed with pencils, napkins and meals to those hospitals. Inside of the bags were classic Delmonico’s steak dinners including a wedge salad, steak, fried potatoes and rice-pudding cake. A vegetarian option of pasta primavera also was provided.

“The Delmonico’s activation started more as a curbside pickup but as we spoke more and more to the client and went over the goals, we realized that it was all about celebrating the city and the people that inspired the show,” said Justin Lefkovitch, founder and CEO of Mirrored Media. “If we were doing that, pulling these frontline workers out of their life-saving efforts to come wait online on a curb didn’t make sense. So we thought about how we could reach frontline workers where they were working.”

Although the activation was pro-social, healthcare workers from the sites posted about it on social media, garnering some very positive earned media for both the network and the series.

Sticking with the theme of partnering with a New York institution, TNT also reached out to department store of Bergdorf Goodman to do a multi-faceted activation around the show’s turn-of-the-century fashion, which includes highly tailored clothes and such details as puffy sleeves, high collars and lace.

Fans can browse clothing inspired by the series on Bergdorf Goodman’s website.

Bergdorf Goodman's landing page for 'The Alienist: Angel of Darkness'
Bergdorf Goodman’s landing page for ‘The Alienist: Angel of Darkness’

Working with Mirrored Media, TNT and Bergdorf Goodman also were able to pull off a streetside window display dedicated to The Alienist, although whether this could be done was in question for a while with much of Bergdorf’s staff furloughed and not many people walking by the store during quarantine. But with New York City opening up a little and staff returning, the team accomplished it.

Bergdorf-Goodman store window for 'The Alienist: Angel of Darkness'
Bergdorf-Goodman store window for ‘The Alienist: Angel of Darkness’

Bergdorf Goodman also took the team on a virtual shopping trip through the store to help it assemble a box of goodies for select influencers, which included a gift from Bergdorf Goodman and other goodies.

“We worked through a lot of hardships to make this happen. The marketing director at Delmonico’s was working for free to get this done because she wasn’t even fully employed at this time ” said Lefkovitch. “These were authentic partnerships where it was a win-win for everyone.”

Finally, the team announced the debut of season two with a virtual premiere that included actors from the show participating in an online murder mystery.

“Attendees to the virtual premiere were first escorted online to a digital hub where press, talent and producers gathered to watch the first episode, which led into an original murder mystery rooted in 1890s New York,” said Tabuas. “Folks could go from room to room online interviewing suspects to learn more about the case.”

Something that TNT could do with a virtual premiere that would have been harder and more expensive to do with an in-person premiere is run it again. So on the night of the show’s actual premiere, Sunday, July 19, TNT reran the murder mystery game for consumers.

“If you open the virtual space, that [allows] more consumers to partake,” said Tabuas. “COVID has been a hurdle but it’s also created an opportunity. We’ve gotten so much better about what can be done digitally and people are more open to that now.”

The Alienist: Angel of Darkness premiered on TNT on Sunday, July 19.

Read the full story at promax.org.

MediaPost: For TNT, Nothing Says ‘The Alienist’ Like Bergdorf’s And Delmonico’s

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Most people don’t take fashion cues from period psychodramas, nor do they see much connection between 1890s steak recipes and stressed-out healthcare workers.

But for TNT’s premiere of the second season of “The Alienist,” called “Angel of Darkness,” it all came together — and fast.

Timed to coincide with the second season, the promotion includes a 204-piece capsule collection at Bergdorf Goodman. And Delmonico’s Steakhouse, practically a character in the show’s 1880s set, played a role with a 2020 twist. TNT brought back the restaurant’s furloughed staff, including its executive chef, to spend the day cooking and packaging 500 three-course meals for healthcare providers.

“We wanted to celebrate the city that inspired the series,” says Justin Lefkovitch, CEO of Mirrored Media, the experiential agency that handled the promotion. “And since we’re in the time of COVID and a premier event at Delmonico’s wasn’t an option, we kept asking, ‘How can we give back to the city we love?’”

For the uninitiated, “The Alienist” is a psychological thriller set in the Gilded Age of Manhattan. Fans love its meticulous attention to period details in everything from costumes to furnishings to food.

None of the Bergdorf’s collection is customized, since there wasn’t time. But the items curated for the digital popup would look right at home on set. They include a $47,000 diamond collar necklace, a $15,000 feather-trimmed dress, a $2,600 Jimmy Choo ostrich-feather clutch and a $70 Christian Louboutin Lip Oil. (The storied retailer is owned by the Neiman Marcus Group, which filed for bankruptcy back in May.)

The Delmonico’s portion of the promotion, timed to the show’s release, was more challenging. To stay true to the spirit of the show, the restaurant served 500 healthcare workers at New York’s Mount Sinai West, Manhattan VA Medical Center and Bellevue Hospital some of the classics it’s been dishing up for more than a hundred years. The three-course menu included classic BLT wedge salad, original Delmonico’s steak and rice pudding cake.

“We had to handle the logistics safely, including those at the restaurant, the packaging of the meals and those delivering them,” Lefkovitch tells Marketing Daily. “It was such a collaborative effort.”

TNT says it loves the Bergdorf/Delmonico’s combo. “When crafting ‘The Alienist: Angel of Darkness’ marketing campaign, we were deliberate in choosing partners. We only wanted brands and creators that felt authentic to the show and matched the level of magic that is ‘The Alienist,’” said Telmo Tabuas, senior vice president of brand marketing at WarnerMedia Entertainment, via email. “And we’ve been thrilled with the reaction we’ve seen from fans.”

Read the full story and more at mediapost.com

Marketing Dive: TNT teams with iconic NYC businesses to promote ‘The Alienist’

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Dive Brief:

TNT is partnering with a number of iconic businesses in New York City to promote the second season of “The Alienist: Angel of Darkness,” the company shared via press release with Marketing Dive.

TNT helped open Delmonico’s, an eatery prominently featured in the series, and paid for executive chef Billy Oliva to cook hundreds of meals to deliver to local healthcare workers through organization Feed the Frontlines NYC. Additionally, the brand partnered with legendary department store Bergdorf Goodman to curate a line of apparel inspired by the series, available online. The department store also created a themed window display with experiential agency Mirrored Media.

Old Forester and TNT created create custom etched bottles of the distillery’s 1897 Bottled in Bond bourbon. Death & Co. worked with TNT to develop custom cocktails inspired by the show’s three main characters, drinks that are now on the menu at the select bars for a limited time. Additionally, TNT and D.S. & Durga released an exclusive unisex fragrance, First Light Five Boroughs, inspired by the city at the time of the show.

Dive Insight:

The television network is looking to use the show’s setting of New York’s 19th century Gilded Age to help promote the new season of “The Alienist: Angel of Darkness.” These kinds of extensive product partnerships offer content producers an opportunity to push new shows through co-branded efforts that may appeal to the show’s loyal fans.

TNT has made a handful of partnerships with iconic New York City businesses that are designed to get people talking about the show and drive sales at these businesses. The TV network has an opportunity to get its show in front of new audiences through in-person and online marketing with these local New York tie-ins. The Bergdorf Goodman partnership, for example, could encourage shoppers of the special apparel collection or drinkers at the Death & Co. bar to discover the show or explore the new season.

On the flip side, fans of the show may go to these businesses to seek out unique products as a fun way to more deeply engage with the series. This may be particularly impactful right now as many businesses in New York and elsewhere are struggling from pandemic shutdowns.

TNT follows other video content brands that have used marketing partnerships to promote shows. Netflix teamed with Ben & Jerry’s and launched ice cream into the stratosphere to promote comedy series “Space Force.” The ice cream brand filmed the launch and created a video to promote the special Boots on the Moon flavor and the show. Unilever brand Axe partnered with the Netflix show “Sex Education” in February to initiate conversations around dating-related subjects that teen boys struggle with.

Read the full story at marketingdive.com