Agency
Havas Worldwide
Industry
Artificial Intelligence
Project
Brand Activation &
Live Event Activation
Play A Game Of
6 Degrees Of Separation
With Your Favorite Musical Artists
See How AI Took Center Stage At The GRAMMYs
The GRAMMYs is an event that has the most popular musical stars, spectacular fashion, and fans eager to see the night's best new artists – While IBM is a computer company known for data annotation. So if IBM was going to turn their brand sponsorship into an opportunity to steal the spotlight with their AI Watson they were going to have to make a lil’ noise.
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The GRAMMYs is a star-studded event filled with music, fashion, and unforgettable performances, broadcast to millions worldwide. IBM, better known for research and data annotation than red carpets, wanted to use the show to spotlight its newest AI, Watson.
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IBM wasn’t the kind of brand audiences tuned in to see on music’s biggest night. To stand out, Watson had to connect emotionally with fans who cared far more about celebrities, spectacle, and sound than about artificial intelligence.
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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.
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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.
Introducing The
GRAMMYConnect
An immersive second screen experience for viewers at home to use IBM’s artificial intelligence Watson to analyze millions of articles, interviews and bios of GRAMMY nominated artists.
Hey Look Kids, it's A Case Study
An Immersive Interactive Product Demonstration Told On A Global Level… Live
We turned what would have ordinarlly been a complicated subject and product for consumers at home to not only interact with it but actually create an emotional connection with it as they got closer to their favorite musical artists.
Working With The Multi-Talented. Multi-Nominated GRAMMY winning artist Brandi Carlil
Leading up to the premiere of the award show we worked with country musical star Brandi Carlil to promote the app and partnership between IBM and The Recording Academy to discover musical connections she wasn’t even aware she had.
Results
IBM didn’t just show up at the GRAMMYs—they stole the show.
Reached
x2.7
Engagement vs. entertainment benchmarks
Media Coverage
