Agency
Havas
Client
IBM
How AI Became The
Breakout Performer
At the 61st Annual GRAMMY Awards
Industry
Artificial Intelligence
Work Type
Live Product Demonstration & Brand Activation
Agency
Havas
Client
IBM
Industry
Artificial Intelligence
Work Type
Live Product Demonstration
& Brand Activation
Blurb
The GRAMMYs had the stars, the fashion, the sound. IBM had… data annotation. So we made noise with GRAMMYConnect, an AI-powered second-screen experience that brought fans closer to their favorite artists in real time.
The GRammy Connect
Powered by IBM Watson and fueled by fan curiosity, this second screen experience transformed the award show into an immersive experience
Results
IBM Watson crashed music’s biggest night with GRAMMYConnect—an AI-powered second-screen experience that let fans discover new connections between artists in real time. The activation turned a dry tech sponsorship into a breakout cultural performance.
42 m
Connections surfaced by Watson
9 pts
Lift in brand favorability
2.7 x
Engagement vs. entertainment benchmarks
6 year
Ongoing GRAMMYs partnership
So What'S Next?
If IBM can crash the GRAMMYs, see how Fruit of the Loom hijacked the summer’s hottest trend or how Keurig found its funny bone with a late-night twist.
So What'S Next?
If IBM can crash the GRAMMYs, see how Fruit of the Loom hijacked the summer’s hottest trend or how Keurig found its funny bone with a late-night twist.
