The Media Image, in collaboration with BetMGM, has been honoured with the Overall Presence – X Presence award at the 2024 Shorty Awards. The accolade recognises our work on a bold, full-funnel NFL-season campaign that established BetMGM as a cultural force on X. Through tailored regional content, athlete-driven storytelling, and hyper-targeted paid support, the campaign activated brand relevance and engagement at scale across the platform.
About the Award
The Shorty Awards celebrate the most effective and culturally resonant work in digital and social media. The Overall Presence – X Presence category recognises brands that use the platform to establish a unique brand voice, foster community and drive engagement as well as performance, turning the platform into a strategic pillar of their marketing mix.
Why We Won — Results at a Glance
Campaign results for the week leading up to and including the Super Bowl delivered across both awareness and conversion KPIs, including a stable efficiency metric despite the major spike in volume:
- Awareness – 393.487% increase in impressions.
- Engagement – 500% increase in 3s/100% video view rate, and a 3,297% increase in app click rate
- Conversion – 187% increase in FTDs extracted from this awareness volume
- Efficiency – all while maintaining a stable CpFTD virtually identical to average non-Super Bowl weeks, despite >20x volume
- Volume Highlight – Super Bowl Sunday delivered the highest volume of Registrations and FTDs out of any previous Super Bowl Sunday.
- Efficiency Highlight – Saturday was the most cost-efficient day with a 23% lower CpFTD than average non-Super Bowl weeks, despite >8x volume.
"Special thanks to our clients at BetMGM for the collaboration and amazing partnership, as well as to X for providing the platform and support to bring this bold campaign to life during one of the biggest moments in sports. This award is a testament to what true collaboration between a client, vendor and agency can achieve!"
