PROUDLY PRESENTS
IN ASSOC.
SIX DEGREES OF SEPARATION
The At-Home Web Experience
with
DOECHII
KENDRICK LAMAR
BEYONCE
and possibly
CHAPELLE ROAN
SHABOOZEY
PAUL McCARTNEY
AND MANY MORE
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.
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.
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.
DISCOVERING UNCOMMON
CONNECTIONS
We partnered with multi-talented and multi-hyphenated GRAMMY winner Brandi Carlile to promote how Watson’s capabilities could uncover industry insights that even she wasn’t aware of.
DISCOVERING
CONNECTIONS
UNCOMMON
We partnered with multi-talented and multi-hyphenated GRAMMY winner Brandi Carlile to promote how Watson’s capabilities could uncover industry insights that even she wasn’t aware of.
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.
SO WHAT’S NEXT?
Discover a brand activation where Fruit of the Loom hijacked the summer's hottest travel trend or how we defined Keurig’s brand voice.
Fruit x SWA COLLAB
SO WHAT’S NEXT?
Discover a brand activation where Fruit of the Loom hijacked the summer's hottest travel trend or how we defined Keurig’s brand voice.