Grammy Awards: Grammycam

Credits & Description:

Titile: Grammycam
Agency: Tbwa\Chiat\Day
Brand: The Grammys
Country: USA
Advertising Agency: Tbwa\Chiat\Day , Los Angeles
Entrant Company: Tbwa\Chiat\Day , Los Angeles
Media Agency: Tbwa\Chiat\Day , Los Angeles
Pr Agency: The Recording Academy, Los Angeles
Production Company: Studio Cardenas, Los Angeles
Senior Copy Writer: Adam Bailey (Tbwa\Chiat\Day La)
Planner: Audrey Tyau (Tbwa\Chiat\Day La)
President: Luis Deanda (Tbwa\Chiat\Day La)
Managing Director: Stan Fiorito (Tbwa\Chiat\Day La)
Executive Producer: Anh-Thu Le (Tbwa\Chiat\Day La)
Account Executive: Ashley Pratt (Tbwa\Chiat\Day La)
Executive Business Affairs Manager: Lisa Lipman (Tbwa\Chiat\Day La)
Senior Copy Writer: Matt Denyer (Tbwa\Chiat\Day La)
Creative Director: Micky Coyne (Tbwa\Chiat\Day La)
Account Director: Pamela Lloyd (Tbwa\Chiat\Day La)
Senior Art Director: Andy Ure (Tbwa\Chiat\Day La)
Director Of Business Affairs: Linda Daubson (Tbwa\Chiat\Day La)
Chief Creative Officer: Stephen Butler (Tbwa\Chiat\Day La)
Senior Art Director: Matt Mcfaden (Tbwa\Chiat\Day La)
Global Chief Strategy Officer: Nick Barham (Tbwa\Chiat\Day La)
Chief Production Officer: Tanya Lesieur (Tbwa\Chiat\Day La)
Creative Director: Jason Karley (Tbwa\Chiat\Day La)
Account Executive: Caroline Hanley (Tbwa\Chiat\Day La)
Business Affairs Manager: Mimi Hirsch (Tbwa\Chiat\Day La)
Editor: Brooks Miller (Venice Beach Editorial)
Production Coordinator: Max Belin (Tbwa\Chiat\Day La)
Group Planning Director: Neil Barrie (Tbwa\Chiat\Day La)
Synopsis:
Award shows all feel the same. They use the same format, and showcase the same stars, all around the same time period. We wanted to differentiate the GRAMMYs by creating a new experience for the fans that brought them closer to their idols and established the brand as an innovative leader.
Execution:
GRAMMYcam was handed to winners during the 58th GRAMMYs broadcast. It captured footage that was broadcast live, streamed online, and shared socially. Some artists blew kisses, some waved, some gave speeches, and some just played it cool, giving their fans a never-before-seen intimate view..FastCompany broke the GRAMMYcam story on Feb 9, kicking off a week of anticipation, further fueled by a coordinated campaign of videos and teasers. A social “Unboxing” video was seeded with the show’s host, LL Cool J, who later went onto CBS This Morning to hype our talking points.A web video dramatized the evolution of the GRAMMYS trophy from 1958 to today.Social posts introduced the GRAMMYcam with “You Are Here” messaging.The morning of the GRAMMYs, Wired broke another huge behind the scenes GRAMMYcam story.Post-event content was shared on GRAMMYs social channels and gave fans a chance to re-live their favorite GRAMMYcam moments.
Outcome:
GRAMMYcam helped take the GRAMMYs out of the ‘award show’ box and position it as an innovative leader in music, culture and technology. Throughout the span of one month following the announcement on February 9th, GRAMMYcam earned over 130 million media impressions. On the night of the show, the GRAMMYs Live site saw 1.2 million unique visitors accessing the live cameras. Finally, footage that was captured by the GRAMMYcam was seeded out during the week following the show to continue the conversation, driving over 1.5 million cumulative views on the new content.
Campaign Description:
Introducing GRAMMYcam, the first award show trophy with a live-streaming camera built-in. Award shows are all the same. They feature the same stars in the same format all in the same crowded time period. We set out to create a new fan experience to set the GRAMMYs apart, something that built meaningful connections with the audience and reaffirmed the GRAMMYs as an unskippable cultural event.To create GRAMMYcam, we worked with GoPro to design a custom video camera that could be embedded in a special 3D printed base of the GRAMMY trophy. Fans could watch live-streaming video from several different GRAMMYcams, on any device, on GRAMMYsLive.com. This unique second­-screen experience created a more intimate view of what it felt like to be both onstage and backstage at any given moment. For the first time, fans were literally in their favorite artists’ hands and could witness greatness like never before.
Strategy:
Access to celebrities has completely changed. With Instagram, Twitter, and Periscope, it’s intimate and instant. Yet award shows haven’t kept up. So we designed a custom GoPro camera and put it inside the base of the GRAMMY award. It streamed to grammyslive.com during the broadcast, literally putting viewers in their favorite artists’ hands, allowing them to witness greatness like never before.FastCompany broke the story on Feb 9th, kicking off a week of anticipation (fueled by video and photo teasers).Most of the action, however, occurred the night of the event where over a million people tuned in online for the chance to experience the GRAMMYcam in the hands of their favorite musicians. Over the next few days, we shared “best of” highlights of the intimate footage of artists in their winning moments, giving fans another chance to relive them.