CROSS-PLATFORM MARKETING CAMPAIGN CONNECTS WITH GRAMMY AUDIENCES AND MUSIC LOVERS
Aggressive Outreach on CBS Interactive Properties, Social Networking Sites and Popular Entertainment/Music Sites Helps Lift 2009 Broadcast to Double Digit Ratings Increases
The Recording Academy�, CBS Interactive and the CBS Television Network unleashed an aggressive cross-platform campaign in support of last night's "51st Annual GRAMMY� Awards" broadcast, with a heavy emphasis on extending the GRAMMY experience beyond the on-air telecast to make it more accessible online to viewers and music lovers. The promotions helped yield impressive results, as the broadcast recorded double digit ratings increases in total viewers and young adult demographics, including a 23% increase among adults 18-34 over last year's broadcast.
"The Recording Academy put on quite a show - an unprecedented 24 performances and a range of artists that appealed to tweens, teens, young adults and boomers," said Jack Sussman, Executive Vice President, Specials, Music and Live Events, CBS Entertainment. "It was a broadcast with something for every generation and, importantly, it was supported by a marketing campaign for every platform," said Jack Sussman, Executive Vice President, Specials, Music and Live Events, CBS Entertainment. "There wasn't a place on air or online on CBS that wasn't speaking about the GRAMMYs in some form."
"Events like the GRAMMY Awards are no longer a one-night experience - they live 365-days a year online," said Anthony Soohoo, Sr. Vice President of Entertainment for CBS Interactive. "This year we created online elements that are all about the fans and their love of music, with contests and content that let them express themselves as well as dive deep into this year's nominees and winners. These online features helped drive excitement for the broadcast last night, and will continue to drive interest in the GRAMMYs and the music well beyond the show."
"Music's Biggest Night� deserves a world-class marketing campaign, and this year's effort was the most dynamic and integrated one ever executed," said Evan Greene, Chief Marketing Officer for The Recording Academy�. "With specific partnerships, social networking initiatives, a first-rate advertising campaign and more, we engaged people across all demos and expanded into new territory, reaching more people in a broader way than ever before."
CBS Interactive developed online promotions for both THE GRAMMY AWARDS and "Katie Couric's 'ALL ACCESS' GRAMMY� Special" on properties such as CBS.com, Last.fm, TV.com and CBSNews.com. They included CBS.com's interactive "My GRAMMY� Moment" contest showcasing user-uploaded videos of fans lip-synching to Katy Perry's "I Kissed a Girl" and a special Last.fm GRAMMY Radio feature with songs from all of the nominated artists. GRAMMY content and promotions were also featured on CBS Interactive's TheInsider.com, tv.com, GameSpot.com, CBSSports.com, CNET.com and BNET.com, and distributed to more than 300 CBS Audience Network partners, including Yahoo! and MSN. CBS Marketing expanded the online promotional outreach on sites such as billboard.com, TVGuide.com, imeem.com, Perez Hilton and USMagazine.com.
Driven by millions of people casting their votes for the user-uploaded videos and visiting CBS.com to view photos, videos, and information about the Grammy nominees, traffic was up 130% over last year - an all-time high - with more to come, as people continue the GRAMMY experiences online throughout the year.
Fans were also able to access extensive behind-the-scenes coverage of the GRAMMY Awards on CBS Mobile, including interviews with GRAMMY nominees, performers and presenters, coverage of the "My GRAMMY� Moment" contest leading up to the event as well as celebrity arrivals on the Red Carpet and exclusive GRAMMY parties.
In addition to launching a new GRAMMY Awards micro-site on GRAMMY.com, The Recording Academy tapped into the popularity of social networking sites and utilized Twitter, MySpace, Facebook and YouTube to update audiences on GRAMMY activities. The Academy's additional marketing support included a GRAMMY-branded micro-site on the iTunes homepage, a GRAMMY iPhone application, a sweepstakes for T-Mobile Sidekick users and a partnership with Evite and the Hard Rock Cafe to promote home and restaurant-based GRAMMY-viewing parties. Their retail outreach included significant exposure in Borders stores and the 2009 GRAMMY Nominees CD with tune-in details promoted by Amazon.com, Columbia House and Wal-Mart. The Recording Academy also established a substantial GRAMMY presence on Westwood One stations, in Hilton Hotels, Delta domestic flights and in theaters via Movie Tunes.
The Recording Academy and CBS also partnered with world-renowned ad agency TBWA\Chiat\Day on the unique and visually appealing ad campaign titled "Celebrate The Music That Makes Us," drawing from the insight that music influences and inspires everyone. Portraits of diverse musicians - including Lil Wayne, Rihanna, Stevie Wonder, and Thom Yorke of Radiohead - were created using song titles that have inspired them in their careers and lives. The fully integrated campaign included TV, out of home, print and interactive advertisements.