SOCIAL MEDIA EXPERIENTIAL MARKETING CAMPAIGN FOR THE GRAMMYS 2024
CREATIVE DIRECTOR & CONCEPTUAL DESIGNER BY PM P
Collaborated with CBS & The Music Academy
Produced by MiMo Productions & HSTL Productions
A groundbreaking Eventgard-style approach to social media experiential nationwide campaign was introduced to showcase Grammy nominations across three prominent cities, each representing distinct categories.
The Los Angeles Social Media Experience highlighted nominees for the Best Song Written for Visual Media.
In Nashville, the focus was on the nominees for Best Country Album, with venues like the Schermerhorn Symphony Center and The Bridgestone Arena.
The grand finale took place in New York City and centered on the Best Album of the Year nominees. Video mapping and guerrilla-style social media tactics across the west side of Manhattan created an unforgettable experience.
SOCIAL MEDIA CAMPAIGN
The campaign's main goal was to create social media metrics by curating monumental musical experiences for The grammys. This was done to generate buzz and engage viewers through a first-of-its-kind social media stunt campaign.
LOS ANGELES
Best Song Written for Visual Media
A Hollywood live streaming performance unfolded at the renowned Chinese Theater, showcasing a symphony orchestra and a troupe of dancers who celebrated the nominees for The Grammy's Best Song Written for Visual Media award, nominees included Barbie World, Dance the Night, I am just Ken, Lift Me Up & What Was I Made For.
NASHVILLE
Best Country Album
The first of its kind a live southern performance unfolded in the heart of Nashville, showcasing a local marching band and a troupe of dancers who engaged with the people. This experience shone a spotlight on the nominees for The Grammy's Best Country Album Award. Nominees included, Brothers Osborne, Kelsea Ballerini, Lainey Wilson, Tyler Childers & Zach Bryan.
BRIDGESTONE ARENA TAKEOVER
The Bridgestone Arena takeover during the Nashville Predators vs. Los Angeles Kings game is a prime example of effective branding strategy. The game's energy and excitement create a captive audience, making it an ideal platform for brand exposure. Moreover, this exposure extends beyond the arena through television broadcasts, social media coverage, and news outlets. Overall, the Bridgestone Arena Takeover served as a potent marketing tool, maximizing brand exposure and cementing Bridgestone's presence among sports fans worldwide.
NYC
VIDEO MAPPING
The Grammys' celebrated the Album of the Year nominees on the west of Manhattan. Each artist's unique style was showcased in a symphony of sounds, accompanied by video mapping. The performance was backed by a 30-piece orchestra and featured show-stopping custom animation that enhanced the impact of the occasion. We took innovation to the next level by leveraging multiple cutting-edge AI technologies to create original artwork and unique storyboards for announcing the Album of the Year nominees through video mapping on 2 Pen Building.
Using AI algorithms, we generated individualized storyboards for each nominee, ensuring that their unique style and aesthetic were accurately represented. This involved incorporating elements from each artist's album aesthetic while staying true to The Grammys' brand identity.
By harnessing AI and animation technology, we seamlessly blended the distinct visual identities of each artist with The Grammys' iconic branding.
CONCEPTUAL DESIGN STORYBOARDS
JON BATISTE
World Music Radio
LANA DEL REY
Did you know there's a tunnel under Ocean Blvd
JANELLE MONAE
NYC VIDEO BEST ALBULM OF THE YEAR
This approach demonstrated our commitment to push the digital boundaries of creativity and highlighted The Grammys' position as a leader in the music industry.
Moving forward, PM Productions will continue to explore new ways to integrate AI technology into marketing strategies, ensuring that we remain at the forefront of innovation and continue to deliver unforgettable experiences for the audience.