Recording Academy Promo, Case study WE'RE ALL FANS by TBWA\Chiat\Day Los Angeles

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Industry Culture, Leisure & Sport
Media Promo & PR, Case study
Market United States
Agency TBWA\Chiat\Day Los Angeles
Associate Creative Director Ed Mun
Executive Creative Director Patrick Oneill
Creative Director Bob Rayburn, Patrick Condo
Account Supervisor Jennifer De St. Remey
Released January 2010

Credits & Description

Category: Travel, Entertainment & Leisure
Date of First Appearance: Jan 4 2010 12:00AM
Entrant Company: TBWA\CHIAT\DAY LA, USA
Entry URL:
Chief Creative Officer: Rob Schwartz (TBWA\Chiat\Day)
Executive Creative Director: Patrick O'Neill (TBWA\Chiat\Day)
Creative Director: Patrick Condo (TBWA\Chiat\Day)
Creative Director: Bob Rayburn (TBWA\Chiat\Day)
Associate Creative Director: Ed Mun (TBWA\Chiat\Day)
Associate Creative Director/Art Director: Kirk Williams (TBWA\Chiat\Day)
Associate Creative Director/Copywriter: Eric Haugen (TBWA\Chiat\Day)
Account Director: Dave Dreyer (TBWA\Chiat\Day)
Account Management Supervisor: James Aardahl (TBWA\Chiat\Day)
Account Supervisor: Jennifer de St. Remey (TBWA\Chiat\Day)
Account Executive: Maura Menapace (TBWA\Chiat\Day)
Media placement: OOH Poster - National - 4 January 2010
Media placement: TV Spots - National Broadcast Television - 4 January 2010
Media placement: Website - Online - 4 January 2010
Media placement: Website Visualizer & IPhone App - Online - 11 January 2010
Media placement: TV Spots - National Broadcast Television - 11 January 2010

Results and Effectiveness
When the fans saw themselves in ads for the GRAMMYs, they quickly took to their social networks to spread the news. The WE’RE ALL FANS website attracted more than 300,000 fans in just one month, with engagement on the site averaging nearly 3 minutes (more than triple the national average). It was widely talked about and shared on sites like Twitter and YouTube. The broadcast spots went viral, garnering a combined 4.5 million views. But the biggest proof of our success was that 26.6 million viewers tuned in to the GRAMMY telecast –their biggest ratings in 6 years. The GRAMMYs received much-needed praise in the press and on sites like Digg and Mashable for embracing social media and being a 'modern brand'. By inviting the fans to become part of the GRAMMY conversation for the first time ever, the GRAMMYs pulled off their biggest success in recent memory.

Creative Execution
At the epicentre of the campaign was WEREALLFANS.COM, a real-time social media aggregator in which portraits of GRAMMY-nominated artists were created from actual fan-generated content. This content became the building blocks for every element of the campaign: posters, billboards, broadcast spots, online media, and even in-show graphics at the GRAMMY telecast. Print and out-of-home drove fans online to get involved. As fans saw themselves appear in the campaign, they took to sites like Twitter and YouTube to get the word out. Soon, celebrities like Perez Hilton and Lady Gaga were tweeting about the campaign, creating even more of a groundswell. Digital PR kits were given to fan communities to help them root for their favourite artists. The FanBuzz Visualiser widget tracked online conversation to show which artists had the most buzz at any given moment. And on WEREALLFANS.COM, fans could create their own social media portraits and share with friends.

Insights, Strategy & the Idea
In the age of 'American Idol' the GRAMMY Awards has increasingly struggled with the perception of being out-of-touch. How can an awards show honouring a dying industry remain relevant? We needed to reconnect the GRAMMYs with music fans and bring their brand into the 21st century. Declining record sales and GRAMMY ratings would seem to suggest that the fans have become apathetic. Yet through our research, we saw that their social media behaviour tells a very different story. They’re tweeting, posting videos, and sharing content about their favourite artists. So maybe it was time for the music industry to redefine how it measures success. And recognise that the true pulse of music is the online voice of the fans. WE’RE ALL FANS campaign invited the fans to be part of the GRAMMYs for the first time ever. And gave the GRAMMYs a golden opportunity to finally get with the times.