PROUDLY PRESENTS

IN ASSOC.

Six Degrees Of Separation From

PROBLEM

IBM, a tech company whose Greatest Hits have included supercomputers and the floppy disc said they wanted their artificial intelligence, IBM Watson, to steal the show during the GRAMMYs. ⁽¹⁾ ⁽²⁾

OPPORTUNITY

But with Music’s Biggest Night already being a star-studded affair filled with musical performances, over-the-top fashion, and fans watching viewing from around the world, the real challenge was getting an audience to care. ⁽³⁾ ⁽⁴⁾

BIG IDEA

We needed to give viewers an opportunity to see how AI could benefit their every lives. So we turned our sponsorship into a Live-Event Product Demonstration told on a Global Platform. ⁽⁵⁾ ⁽⁶⁾

This second-screen experience was powered by IBM Watson but driven by fan curiosity.

Discovering Uncommon Connections

We partnered with multi-talented -multi-hyphenated GRAMMY winner Brandi Carlile to promote how Watson’s capabilities could uncover industry insights that even she wasn’t aware of. ⁽⁶⁾

RESULTS

IBM didn’t just show up at the GRAMMYS—they stole the show. During the event, we exceeded benchmarks, and the GRAMMYconnect IP has since evolved to continually surprise and delight every year.

Over

14 mil.

Articles, bios, and interviews analyzed ⁽⁷⁾

Surfaced

42 mil.

Connections surfaced by Watson ⁽⁸⁾

Achieved

9.3 pts.

Lift in brand favorability ⁽⁹⁾

OBSERVED

2.7x

Increase in engagement benchmarks ⁽¹⁰⁾

OVer

6 years

GRAMMYs partnership and counting ⁽¹¹⁾

What's Next
Flying High with the Getaway Collection: Jared Young’s Creative Impact on GSD&M’s Travelwear Campaign
Behind the Lens of the Getaway Collection: How We Shot a Travel Campaign Worth Packing
Getaway-Worthy Gear: How I Helped Fruit of the Loom and Southwest Airlines Launch the Travel Collab of the Year

SO WHAT’S NEXT?

Discover a brand collaboration where Fruit of the Loom and SWA hijacked the summer's hottest travel trend or how we defined Keurig’s brand voice.
What's Next
Yes, I Worked on the Keurig Ads. No, I Won’t Stop Talking About It.
The Roast That Kept Brewing: How Havas Built & Maintains: Keurig’s Brand Voice
James Corden, a Keurig, and a Bunch of Ad Nerds Walk Into a Campaign…

SO WHAT’S NEXT?

Discover a brand collaboration where Fruit of the Loom and SWA hijacked the summer's hottest travel trend or how we defined Keurig’s brand voice.