GRAMMYs Integrated Digital Campaign
JBL's Integrated GRAMMYs Campaign
May 10, 2015
For the 56th Grammy Awards, Harman invited music fans to tweet any message they wanted @JBLaudio using #JBLTweetMusic and JBL turned their keyboard into an instrument, creating an original song.Acquiring new fans throughout the campaign, JBL continued the GRAMMYs conversation, providing behind-the-scenes content on Instagram and Twitter leading up to the awards. On GRAMMY night, JBL was live-tweeting backstage from the STAPLES Center. As the authority in the consumer audio/music space, JBL offered little-known factoids and engaged with other sponsors during the telecast, broadening the brand's reach and doubling engagement.
Here are the results of the Harman GRAMMY's Social Media Program
- 4,300+ original songs created in 4 weeks during Tweet Music Program
- 5,000+ social media followers acquired through the GRAMMY's coverage
- 20x social media follower growth
- 5x social media engagement growth
- Harman proved that consumers wanted to engage in this program.
Here are the results of the Harman GRAMMY's Social Media Program
- 4,300+ original songs created in 4 weeks during Tweet Music Program
- 5,000+ social media followers acquired through the GRAMMY's coverage
- 20x social media follower growth
- 5x social media engagement growth
- Harman proved that consumers wanted to engage in this program.
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Transcript
GRAMMYsIntegrated Digital Campaign
HIGHLIGHTSGRAMMYs Weekend
Total Social Acquisition: 7K Impressions: 3.5MRetweets: 1,600 Mentions: 1,400Favorites: 3,000
Most engaged piece of social content in Harman History, going viral.
JBL’s content throughout the weekend was highly shared and engaging.
JBL TWITTER COVERAGE All-Access Pass
Give fans behind-the-scenes access to the GRAMMYs like no other consumer audio brand can. Working with the GRAMMYs team, we secured exclusive photos to
leverage and amplify our position in the space.
JBL TWITTER COVERAGETRUTH TWEETS
To stand out, we took an unconventional approach thatserves our authentic, energetic and expressive brand
voice -- one that’s in tune with the brand’s history andheritage. JBL was at Woodstock and CBGBs, among other
music landmarks. This gives the brand special license to bean authority on music history from yesterday to today to
tomorrow.
JBL TWITTER COVERAGE GRAMMYs Telecast Real-Time
311K Followers60K Followers
Coordinate with other GRAMMYs sponsors on a “Fact or Farce” Twitter Quiz about music history, opening up JBL’s brand to untouched demographics, widening our reach real-time during the GRAMMYs telecast.
BRAND PARTNER TWEETSGRAMMYs Telecast Real-Time
38K Followers121K Followers 63K Followers
INSTAGRAM COVERAGEGRAMMYs Weekend
ALL-ACCESS COVERAGE TO THE GRAMMYSINSTAGRAM COVERAGE NO OTHER BRAND HAD, SHOWING HOW JBL IS ENGRAINED IN MUSIC
AND CULTURE, GROWING OUR FAN BASE
JBL.COM COVERAGEGRAMMYs Weekend
HOMEPAGE BANNER AND EXCLUSIVE GRAMMY GALLERY
TWEET MUSIC/WESTWOOD ONEACTIVATION
ON-SITE AT GRAMMYS’ RADIO ROW, WE HAD TOP MUSICIANS ENGAGE WITH TWEET MUSIC
TWEET MUSIC/WESTWOOD ONEACTIVATION
VIGGLE LIVEGRAMMYs Weekend
ENGAGING GRAMMY AUDIENCE LIVE THROUGH DIGITAL
30K Users Played Viggle Live
Used JBL-themed content to engage users
and create brand awareness
VIGGLE LIVEGRAMMYsTelecast
SWEEPSTAKES GIVEAWAYFANS ARE REWARDED FOR PLAYING VIGGLE LIVE DURING THE GRAMMYS WITH A CHANCE TO
WIN JBL SYNCHROS S700, BUILDING BRAND ENTHUSIASTS AND CLIMBING THE LOYALTY LADDER
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