SING MY TWEET EXPERIENCE by TBWA\Chiat\Day Los Angeles for RECORDING ACADEMY OF LOS ANGELES

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SING MY TWEET EXPERIENCE

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Industry Shows, Events & Festivals
Media Print, Magazine & Newspaper
Market United States
Agency TBWA\Chiat\Day Los Angeles
Director Josh Soskin
Executive Creative Director Patrick Oneill
Creative Director Bob Rayburn, Patrick Condo
Art Director Lina Yaghi
Copywriter Lauren Simon
Editor Eric Rusch
Released February 2012

Credits & Description

Category: Entertainment & Leisure
Advertiser: RECORDING ACADEMY OF LOS ANGELES
Product/Service: 54TH ANNUAL GRAMMY AWARDS
Agency: TBWA\CHIAT\DAY
Chief Creative Officer: Rob Schwartz (TBWA\CHIAT\DAY)
Executive Creative Director: Patrick O'Neill (TBWA\CHIAT\DAY)
Creative Director: Bob Rayburn/Patrick Condo (TBWA\CHIAT\DAY)
Creative Director/Media Arts: Olivier Rabenschlag (TBWA\CHIAT\DAY)
Associate Creative Director/AD: Denise Zurilgen (TBWA\CHIAT\DAY)
Associate Creative Director/Copywriter: Eric Terchila (TBWA\CHIAT\DAY)
Copywriter: Lauren Simon (TBWA\CHIAT\DAY)
Art Director: Lina Yaghi (TBWA\CHIAT\DAY)
Management Supervisor: James Aardahl (TBWA\CHIAT\DAY)
Management Supervisor: Mike Peditto (TBWA\CHIAT\DAY)
Account Executive: Daryl Conui (TBWA\CHIAT\DAY)
Producer/Music Director: Michael Gross (TBWA\CHIAT\DAY)
Director Of Creative Technology: Ricardo Diaz (TBWA\CHIAT\DAY)
Senior Digital Producer: Justin Taylor (TBWA\CHIAT\DAY)
Print Producer: Matthew Macdonald (TBWA\CHIAT\DAY)
Integrated Project Manager: Alisa Arnold (TBWA\CHIAT\DAY)
Director: Josh Soskin (TBWA\CHIAT\DAY)
Audio Engineer: Donald Andrews (Venice Beach Editorial)
Editor: Eric Rusch (Venice Beach Editorial)
Media placement: Live Event - Near Staples Center In Downtown Los Angeles - 9 February 2012

Describe the objective of the promotion.
The objective of the Sing My Tweet Promotion was to generate interest in Downtown LA during Grammy Week. So we created a way for fans to interact with Grammy-related artists via Twitter.

Describe how the promotion developed from concept to implementation.
Everything we do is music, even the tweets that we send. This Sing My Tweet Event was held on 2/7 and 2/9 during Grammy week - in downtown Los Angeles. Pedestrians in the vicinity were confronted with this interactive installation. They participated by hearing Grammy-related artists sing their very own tweets live.

Explain why the method of promotion was most relevant to the product or service.
During Grammy Week, LA Live in Downtown Los Angeles becomes the central hub for music lovers. By creating this Sing My Tweet installation we engaged our fans in a natural, meaningful, unexpected way.

Describe the success of the promotion with both client and consumer including some quantifiable results.
Over 400 people tweeted lyrics to our #singmytweet feed. The event was retweeted to over 600 Twitter followers.