SERVICES

Art Direction
Event Activation
Mobile Experience Design
Integrated Marketing

INDUSTRY

Artificial Intelligence

AGENCY

Havas NYC

CLIENT

IBM Watson

INVITES YOU TO PLAY

SIX DEGREES OF SEPARATION

with your favorite musical artists

WITH YOUR FAVORITE

We got Tyler and TayloR

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.

  • 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.

  • 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.

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 a new brand voice.

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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.

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