Agency

Havas NY

Client

IBM Technology

Industry

Artificial Intelligence

Interactive Experience

✦

Digital Activation

✦

Live Event Marketing

✦

Celebrity Influencer

✦

Interactive Experience ✦ Digital Activation ✦ Live Event Marketing ✦ Celebrity Influencer ✦

Services

Agency

Havas NY

Client

IBM

Industry

AI Technology

Services

Second Screen Exp.

✦

Digital Activation

✦

Live Event

✦

Celebrity Influencer

✦

Second Screen Exp. ✦ Digital Activation ✦ Live Event ✦ Celebrity Influencer ✦

Play A Game Of

Six DEgrees

Of Separation

With

Kendrick Lamar

and the

GRAMMY Connect

And

Bad
Bunny

and the

GRAMMY Connect

With

Queen Bey & Tay Tay

and the

GRAMMY Connect

Featuring The Kings of…

Rock . Pop & Loen

and the

GRAMMY Connect

And The Queens of The

Stone Age And R&B

and the

GRAMMY Connect

Featuring

MIley Cyrus

and the

GRAMMY Connect

And

Dolly Parton

and the

GRAMMY Connect

Plus

Brandi Carlile

and the

GRAMMY Connect

And

Many
More …

and the

GRAMMY Connect

AI’s first front-row second-screen experience

Every year the Recording Academy brings together the world’s most legendary musicians, performers and musical acts with the GRAMMY Awards.

While IBM brings together facts, figures and data annotation with Watson AI.

But if IBM was to make some noise with their GRAMMY sponsorship, we’d need a compelling way to add a lil’ soul to artificial intelligence and show off its benefits.

  • The GRAMMYs is a star-studded event filled with music, fashion, and unforgettable performances; broadcast to millions worldwide. IBM, who is better known for research and data annotation than red carpets, wanted to use the show to spotlight its newest AI, Watson.

  • IBM wasn’t the kind of brand audiences tuned in to see on “music’s biggest night”. So to stand out, Watson had to connect emotionally with fans who cared far more about celebrities, spectacle, and sound than artificial intelligence.

  • Transform a sponsorship into something immersive and music-inspired. We launched GRAMMYConnect, a second-screen web experience powered by Watson and driven by fan curiosity. Viewers could explore millions of AI-generated artist connections in real time—turning trivia into discovery.

  • We built GRAMMYConnect as a sleek second-screen platform powered by IBM Watson, promoted it on-air during the GRAMMYs, and drove engagement through social media and GRAMMY artist partnerships before, during, and after the show.

AI’s first front-row second-screen experience

Every year the Recording Academy brings together the world’s most legendary musicians, performers and musical acts with the GRAMMY Awards.

While IBM brings together facts, figures and data annotation with Watson AI.

But if IBM was to make some noise with their GRAMMY sponsorship, we’d need a compelling way to add a lil’ soul to artificial intelligence and show off its benefits.

  • The GRAMMYs is a star-studded event filled with music, fashion, and unforgettable performances; broadcast to millions worldwide. IBM, who is better known for research and data annotation than red carpets, wanted to use the show to spotlight its newest AI, Watson.

  • IBM wasn’t the kind of brand audiences tuned in to see on “music’s biggest night”. So to stand out, Watson had to connect emotionally with fans who cared far more about celebrities, spectacle, and sound than artificial intelligence.

  • Transform a sponsorship into something immersive and music-inspired. We launched GRAMMYConnect, a second-screen web experience powered by Watson and driven by fan curiosity. Viewers could explore millions of AI-generated artist connections in real time—turning trivia into discovery.

  • We built GRAMMYConnect as a sleek second-screen platform powered by IBM Watson, promoted it on-air during the GRAMMYs, and drove engagement through social media and GRAMMY artist partnerships before, during, and after the show.

This fully-immersive and very interactive second-screen experience gave Swifities, Beliebers, the BTS ARMY and other fandoms viewing at home the opportunity to get even closer to their favorite musical artists with a digital front row experience while demonstrating the practicality and benefits of AI in their daily lives.

IBM Watson didn’t just show up at the GRAMMYs, They stole the whole show

This fully-immersive and very interactive second-screen experience gave Swifities, Beliebers, the BTS ARMY and other fandoms viewing at home the opportunity to get even closer to their favorite musical artists with a digital front row experience while demonstrating the practicality and benefits of AI in their daily lives.

Key Performance Indicators

KPIs

Press & Media Recognition

Media Recognition

So What’s Next?

Loved IBM and GRAMMY’s VIP experience? Then, see the brand activation between Fruit of the Loom & Southwest or checkout how Keurig has started serving coffeehouse vibes.

FruitxSWA
Keurig

So What’s Next?

Checkout another brand collab between Fruit of the Loom & Southwest or see the new coffeehouse vibes from Keurig.

FruitxSWA
Keurig
FruitxSWA
Keurig

Creative Credits

CW ✦ CHRISTIAN IANNIELLO

Exec. CD ✦ GUNNAR KIENE

DD ✦ ADAM ZOLTOWSKI

TD ✦ DANNY WANG

CCO ✦ HARRY 'BEE' BERNSTEIN

CW ✦ CHRISTIAN IANNIELLO Exec. CD ✦ GUNNAR KIENE DD ✦ ADAM ZOLTOWSKI TD ✦ DANNY WANG CCO ✦ HARRY 'BEE' BERNSTEIN