---
title: "7th Shorty Awards: NOS Energy GSP's Resurrection Finalist"
url: https://stacklist.com/card/9c15988e-4395-4fe4-917c-5a31d2e8de0a
source_url: "https://shortyawards.com/7th/nos-energy-georges-st-pierre-resurrection"
stack: https://stacklist.com/c/business/stack/fa6d8bca-357c-476c-9ff5-cf91f01ffc2e
summary: "NOS Energy Drink's GSP's Resurrection campaign was a finalist at the 7th Shorty Awards, positioning NOS as the energy drink brand for MMA champion Georges St-Pierre. The innovative strategy leveraged Facebook fans as directors of a year-long video documentary where GSP answered fan questions via mobile phone, creating exclusive branded content with minimal production resources."
tags: "shorty-awards, social-media, mma, user-generated-content, real-time-response, brand-awareness"
key_entities: "7th Shorty Awards (event), NOS Energy Drink (organization), Georges St-Pierre (person), Facebook (technology), real-time-response (concept), user-generated-content (concept)"
classification: "reference"
content_hash: "sha256:c4e26e4dd059df59abd027f69a9cb047412d7e80f79bb79e982efc2b3b469240"
acp_version: "0.2"
token_counts_approximate: 1985
visibility: public
agent_accessible: true
status: "final"
---

# 7th Shorty Awards: NOS Energy GSP's Resurrection Finalist

THE 14TH ANNUAL SHORTY AWARDS The Shorty Awards honor the best of social media and digital. View this season's finalists! Campaign Brand Awareness Campaign Foreign Language Campaign Global Campaign Integrated Campaign Launch Campaign Local Campaign Multi-Platform Campaign Multicultural Campaign Rebrand Campaign Social Good Campaign Content and Media Blog & Micro-blog Brand Voice Branded Content Branded Series Contest or Promotion Copywriting Email & Newsletter Episodic Meme, GIF, & Emojis Micro-Site Single Post or Activation Use of Viral Content User-Generated Content Creator & Influencer Partnerships Instagram Partnership Multi-Platform Partnership Other Platform Partnership TikTok Partnership YouTube Partnership Design Animation Art Direction Audio & Music Brand Identity Brand Redesign Generative AI Graphic Art Images Website/App Industry Auto Business to Business Consumer Brand Education Entertainment Fashion & Beauty Financial Services Fitness, Health, & Wellness Food & Beverage Gaming Government & Politics Hospitality Insurance Live Events News & Media Non-Profit Pets & Animals Pharma & Healthcare Real Estate Restaurants Retail & E-Commerce Social Activism Sports Technology Television Travel & Tourism Wine, Beer & Spirits Overall Presence Meta Presence Multi-Platform Presence Other Platform Presence TikTok Presence YouTube Presence Platforms & Technology Artificial Intelligence Extended Reality Immersive Instagram Interactive Content Other Platform TikTok YouTube Podcast Art & Culture Podcast Branded Podcast Business Podcast Health & Wellness Podcast Lifestyle & Entertainment Podcast News & Politics Podcast Other Podcast Genres Podcast Mini Series Sports Podcast Technology and Education Podcast True Crime & Documentary Podcast Strategy & Engagement Brand Partnership Call to Action Community Engagement Creative Use of Technology CTV/OTT Data & Insights Earned Media Event & Experiential Gamification GEO (Generative Engine Optimization) Humor Innovative Media Buying Strategy Integration with Traditional Media Internal Communications Micro-Influencer Strategy Music & Dance On a Shoestring Organic Promotion Paid & Amplification Physical and Digital Convergence Public Service Announcement Real Time Response SEO & SEM Social Commerce Storytelling Video Comedy Video Documentary Featurette or Behind The Scenes Video Instructional Video Live Video Long Form Video Medium-Length Video Music Video Product Feature Video Short Form Video Vertical Video Video Ad Video Series Menu Register Login From the 7th Annual Shorty Awards NOS Energy Drink: GSP’s Resurrection Finalist in Facebook , Real-Time Response Objectives The Objective Position NOS as the energy drink brand associated with MMA, 9 times world champion Georges St-Pierre and the relentless drive to endure all challenges. The Strategy Co-c reate exclusive content with NOS fans with Georges St Pierre on his road to his recovery after suffering a major knee injury. The Idea We had just two 2 hours of an injured, MMA champ's time, to create a branded piece of content for NOS. Instead of using all of that time in one shoot and limiting ourselves to a single piece of content, we asked GSP's team if we could split that time into one-minute-periods, to be used over the span of a year. The fundamental idea for the program was to have NOS Facebook fans play director of a real-time, exclusive, live, year-long video documentary about GSP as he overcomes the challenges of recovery. There would be no production crew following GSP around. No directors, DOP's, lighting guys. Just him, his mobile phone and a link to Facebook. Each week the NOS Facebook page posted an image of GSP on their timeline, where fans could dictate the next portion of the documentary by asking GSP questions by posting in the image comments section. GSP would then answer a question through video content shot on his mobile phone, and post it back on to the NOS Facebook page. This cycle of Q&A happened week over week, allowing NOS fans to create the first real-time comeback documentary hosted on a social network. Strategy and Execution When presented with a logistical challenge of only having a few hours of an injured athlete's time for a year-long campaign, we utilize our fans to co-create the first ever real-time documentary telling the true story of a MMA star's road to recovery. Think the Rocky montage, but in real time and as told by fans. We didn't tell our fans what to be interested in. Instead we empowered them to be part of the recovery and, hopefully, a catalyst for GSP's comeback. We invited them to play directors with us as we co-created a world famous, completely original, year long documentary project, watched by millions—that also happened to be branded. This branded content deeply aligned with NOS ethos as the energy drink for underdogs looking to surmount all of the obstacles that life has place in front of them. The project has seen incredible results on all fronts. Old and new fans of NOS Energy Drink, fans of GSP, and influential media outlets from the MMA community participated in the NOS: GSP Resurrection social program. The program started a massive social conversation about GSP, the challenges he faced during his recovery and rehabilitation, NOS as an ally in consumers' personal fights, and sparked conversation around the possibility of his return to the UFC octagon. The program ultimately became the exclusive provider of news and updates about GSP and his recovery efforts. MMA media outlets began tuning into to the NOS Facebook page to share the updates that were being dictated by fans of NOS. At the end of the program a finale documentary concluding the program and summarizing the months of rehabilitation, hard work and training GSP endured on his road to recovery was released exclusively on the NOS social channels. The GSP Resurrection Finale video resulted in: 1,584,194 views on Facebook 24,000+ Likes, Shares and Comments on NOS Facebook Page, 18,359 On Shares Of the 1,584,194 views, only 107,514 were the result of paid media, indicating that 1,476,680 of the video views (93.2%) were purely organic, and a result of our cross-promotion and partnership with GSP's social team as well as the passion of the fans who co-directer the documentary with us. Media Video for NOS Energy Drink: GSP’s Resurrection Share this entry Entrant Company / Organization Name Client: Coca-Cola, Brand: NOS Energy Drink, Agency: Mistress Creative Links https://www.facebook.com/video.php?v=10152051402066260&set=vb.326467341259&type=2&theater https://www.facebook.com/NosEnergyDrink/photos/pb.326467341259.-2207520000.1424324449./10152063371491260/?type=3&theater https://www.facebook.com/NosEnergyDrink/photos/pb.326467341259.-2207520000.1424324447./10152200297166260/?type=3&theater https://www.facebook.com/video.php?v=10152253975041260&set=vb.326467341259&type=2&theater https://www.facebook.com/video.php?v=10152145433036260&set=vb.326467341259&type=2&theater Entry Credits Damien Eley Creative Director at Mistress Scott Harris Creative Director at Mistress Jeremiah Murlless Brand Director at Mistress Jacob Hanna Brand Coordinator at Mistress Ben Beale Associate Creative Director at Mistress Rory Forrest Associate Creative Director at Mistress Kay Lynn Producer at Mistress Emily Brackett Project Manager at Mistress Stephanie Breese Project Manager at Mistress Lauren E. Albano Brand Manager, NOS & Full Throttle at Coca-Cola Dana Kelly Social Strategist at Mistress Jacob Hanna Social Community Manager at Mistress Dana Kelly Social Account Manager at Mistress Chance Vineyard Community Manager at Mistress McKenna Koon Community Manager at Mistress Share this entry Share this Shorty Awards page  Tweet  Share  Email Share link