With the 54th Grammy Awards just a few days away, the Recording Academy is kicking off its “We Are Music” campaign’s social, mobile, and digital marketing efforts. Investing in social and digital media for several years now, the organization leverages its presence with more social media channels and second screen experiences.
We are Music
The Recording Company has teamed up with the advertising agency TBWA\Chiat\Day Los Angeles to come up with a We Are Music-themed campaign. Always going beyond the technical limits of their digital efforts, the advertising agency used advanced web technologies to create the Grammys’ We Are Music micro-site. It has a 3D visualization background that changes based on the music that’s being played on the site.
Social Media for Grammys
The Recording Academy leveraged their online presence through modern digital marketing by putting the Grammys everywhere on the social media spectrum. In addition to their Facebook and Twitter accounts, the award giving body is also active in Instagram, Tumblr, Foursquare, GetGlue, YouTube and Google+.
The Grammys also teamed up with Pepsi to create a custom Pandora station that includes videos of the Best New Artist winners and nominees from 12 different genres. An official Spotify app will roll out in the coming days, letting fans listen to the music of its previous winners.
Grammy Live Goes to iPad
As the first major second screen experience designed around an award giving body, Grammy Live has been the cornerstone of the Recording Academy’s digital campaign. It’s a three-day webcast of behind-the-scenes footage made for the fans.
From the website, the Recording Academy has extended this experience to the iPad. Together with their broadcasting partner CBS, they’ve worked hard to make a perfect app extension of the website. The broadcast channel also made an on-air call out and integration for it.
Grammy Live app for iOS lets iPad owners view the event on their mobile device, acquiring insights into what’s happening in the event. It provides access to the photos, videos, articles and trivia available at Grammy’s official website. What’s best about this iOS app is that it offers database of past winners, participants’ radio stream, list of nominees and the ability to guess who’ll win on the 54th Grammy Awards. The app is also available for iPhone.
With the Grammy’s inclusion of website, social media channels, and mobile devices, it’s apparent that they have a strong commitment in using the modern digital media. Through their technological innovations, they’re taking their fans close to the action.