PROUDLY PRESENTS
IN ASSOCIATION WITH THE
CLIENT
IBM Watson
AGENCY
Havas NYC
INDUSTRY
Artificial Intelligence
SERVICES
Art Direction
Event Activation
Mobile Experience Design
Integrated Marketing
SIX DEGREES
OF SEPARATION
with the GRAMMYconnect
CREDITS
Christian Ianniello
Copywriter
PROBLEM
The GRAMMYS is a star-studded event filled with musical performances, spectacular fashion, and fans watching from around the world. So, when IBM, a company whose Greatest Hits include data annotation, said they want their artificial intelligence to take center stage we knew any activation’s potential was limitless.
OPPORTUNITY
But the real challenge was getting viewers to care – because on a night filled with so many musical artists what place did technology have?
IBM needed more than airtime—they needed to make a connection. We had to turn our high-profile sponsorship into a music-inspired immersive experience that give viewers at home a reason to care on such an emotionally charged night.
BIG IDEA
So we launched GRAMMYConnect, a second-screen web experience powered by IBM Watson and driven by fan curiosity.
SO WHAT’S NEXT?
Liked this brand activation? Check out another from Fruit of the Loom that followed this summer's biggest trend or see how we helped Keurig find a new brand voice.
BIG IDEA
So we launched GRAMMYConnect, a second-screen web experience powered by IBM Watson and driven by fan curiosity.
SIX DEGREES OF SEPARATION
We turned a passive viewing into an immersive experience that let fans get closer to their favorite artists.
SO WHAT’S NEXT?
Liked this brand activation? Check out another from Fruit of the Loom that followed this summer's biggest trend or see how we helped Keurig find their new brand voice.
SO WHAT’S NEXT?
Liked this brand activation? Check out another from Fruit of the Loom that followed this summer's biggest trend or see how we helped Keurig find their new brand voice.
