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JBL's Integrated GRAMMYs Campaign

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Information about JBL's Integrated GRAMMYs Campaign
Social Media

Published on March 7, 2014

Author: KatieRaymond

Source: slideshare.net

Description

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.
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GRAMMYs Integrated Digital Campaign

HIGHLIGHTS GRAMMYs Weekend Total Social Acquisition: 7K Impressions: 3.5M Retweets: 1,600 Mentions: 1,400 Favorites: 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 COVERAGE TRUTH TWEETS To stand out, we took an unconventional approach that serves our authentic, energetic and expressive brand voice -- one that’s in tune with the brand’s history and heritage. JBL was at Woodstock and CBGBs, among other music landmarks. This gives the brand special license to be an authority on music history from yesterday to today to tomorrow.

JBL TWITTER COVERAGE GRAMMYs Telecast Real-Time 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. 60K Followers 311K Followers

BRAND PARTNER TWEETS GRAMMYs Telecast Real-Time 121K Followers 38K Followers 63K Followers

INSTAGRAM COVERAGE GRAMMYs Weekend ALL-ACCESS COVERAGE TO THE GRAMMYS INSTAGRAM COVERAGE NO OTHER BRAND HAD, SHOWING HOW JBL IS ENGRAINED IN MUSIC AND CULTURE, GROWING OUR FAN BASE

JBL.COM COVERAGE GRAMMYs Weekend HOMEPAGE BANNER AND EXCLUSIVE GRAMMY GALLERY

TWEET MUSIC/WESTWOOD ONE ACTIVATION ON-SITE AT GRAMMYS’ RADIO ROW, WE HAD TOP MUSICIANS ENGAGE WITH TWEET MUSIC

TWEET MUSIC/WESTWOOD ONE ACTIVATION

VIGGLE LIVE GRAMMYs Weekend ENGAGING GRAMMY AUDIENCE LIVE THROUGH DIGITAL 30K Users Played Viggle Live Used JBLthemed content to engage users and create brand awareness

VIGGLE LIVE GRAMMYsTelecast SWEEPSTAKES GIVEAWAY FANS 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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