IN ASSOC. WITH
PROUDLY PRESENT
CLIENT
IBM
AGENCY
Havas NYC
INDUSTRY
Artificial Intelligence
SERVICES
Art Direction
Celebrity Collaboration
Brand Voice Development
Campaign Development
SIX DEGREES OF SEPARATION FROM…
DOECHII
CHAPELLE
ROAN
KENDRICK
CHARLI
XCX
AND MANY MORE
SIX DEGREES OF SEPARATION FROM…
DOECHII
CHAPELLE
ROAN
KENDRICK
LAMAR
BEYONCE
CHARLI
XCX
AND
MANY MORE
CLIENT
IBM
AGENCY
Havas NYC
SERVICES
Art Direction
Event Activation
AI Campaign Strat.
Mobile Exp. Design
CREDITS
CHRISTIAN IANNIELLO
GUNNAR KIENE
DANNY WONG
ADAM ZOLTOWSKI
HARRY BEE
CHRISTIAN IANNIELLO GUNNAR KIENE DANNY WONG ADAM ZOLTOWSKI HARRY BEE
PROBLEM
The GRAMMYS is a star-studded event filled with musical performances, spectacular fashion, and fans watching from around the world. So, when IBM, a company whose Greatest Hits include data annotation and research, said they want their artificial intelligence to take center stage we knew any activation’s potential was limitless.
OPPORTUNITY
But the real challenge was getting viewers to care – because on a night filled with so many musical artists what place did technology have?
BIG IDEA
So we launched GRAMMYConnect, a second-screen web experience powered by IBM Watson and driven by fan curiosity.
PROBLEM
The GRAMMYS is a star-studded event filled with musical performances, spectacular fashion, and fans watching from around the world. So, when IBM, a company whose Greatest Hits include data annotation and research, said they want their artificial intelligence to take center stage we knew any activation’s potential was limitless.
OPPORTUNITY
But the real challenge was getting viewers to care – because on a night filled with so many musical artists what place did technology have?
BIG IDEA
So we launched GRAMMYConnect, a second-screen web experience powered by IBM Watson and driven by fan curiosity.
The Second Screen Experience
This second screen experience let viewers who would passively scroll social media stay engaged while feeling even closer to their favorite artists by uncovering new insights about them.
Discovering Uncommon Connections
We even partnered with multi-talented and multi-hyphenated GRAMMY winner Brandi Carlile to showcase how Watson’s capabilities could uncover industry insights that even she wasn’t aware that she had.
RESULTS
IBM didn’t just show up at the GRAMMYs—they stole the show. During the campaign, we exceeded benchmarks and GRAMMYconnect has seen various changes from this IP and surprise and delight at the event.
14 mil
Articles, bios & interviews analyzed
42 mil
Artist connections surfaced by Watson
9.1 pt
Lift in Brand Awareness
6 Years
Of partnership with the GRAMMYs
SO WHAT’S NEXT?
Discover another brand activation where Fruit of the Loom hijacked the summer's hottest travel trend or see how we helped Keurig find their new brand voice.
SO WHAT’S NEXT?
Discover another brand activation where Fruit of the Loom hijacked the summer's hottest travel trend or see how we helped Keurig find their new brand voice.
