Marketing: Grammys Go Dwell in A single Real-Time Demonstrate to Encourage An additional

December 6th, 2013

ON NBC on Thursday night, the hills had been alive with the audio of — stay — music. On CBS on Friday night time, the hills will also resound with reside tunes — as will the valleys, parking tons, gyms, streets and other sites, all in the provider of marketing yet another significant, songs-focused stay tv occasion.

At 10 p.m. Jap time on Friday, CBS strategies to broadcast a stay display that will announce the nominees for the 56th once-a-year Grammy Awards, which are to be presented, also stay on CBS, on Jan. 26. For the duration of the show — with the overstuffed title “The Grammy Nominations Live performance Reside! — Countdown to Music’s Largest Night” — the overseer of the Grammys, the Nationwide Academy of Recording Arts and Sciences, will introduce a marketing campaign to motivate viewers to come back again 7 weeks afterwards for the awards display.

The marketing campaign is getting developed by TBWA/Chiat/Working day, component of the TBWA Worldwide division of the Omnicom Group. In addition to commercials, the marketing campaign involves digital ads and an comprehensive existence in social media like Fb, Instagram, Pinterest, Tumblr, Twitter, Vine and YouTube. The quantity of social media aspects demonstrates the shifting character of media, notably among the younger consumers who are prized viewers for broadcast networks like CBS.

The marketing campaign carries the theme “Music unleashes us,” with subthemes that declare how tunes also unleashes constructive things like “independence,” “mayhem,” “unity,” “fun,” “style” and even, in the scenario of Elvis Presley, “hips.” (The hashtag for social media is #MusicUnleashes.) Presley is featured in the first business of the marketing campaign, along with other popular musicians like Justin Timberlake, David Bowie, Madonna, Jay Z and Taylor Swift.

The commercial will be adopted by places set in everyday places including the parking great deal of a doughnut shop, the place an more mature woman dancing to a tune by Macklemore &amp Ryan Lewis entertains passers-by a health club, where a guy listening to Katy Perry as he workout routines will get carried absent and sings aloud and a avenue corner, where two drivers in separate autos recognize each other crying to the exact same song by Pink and Nate Ruess on their radios.

There are also strategies for a online video clip, featuring the music of Macklemore and Mr. Lewis, having to pay homage to the practice among bands of the sixties and ’70s of backmasking, a technique in which audio is recorded backward: With the use of a particular abundant media player, concealed scenes will be unveiled when the online video is performed backward.

The efforts by the recording academy are indicative of the expanding focus on what is recognized as occasion tv or huge-occasion television — such as awards exhibits, key sports and NBC’s dwell presentation on Thursday of “The Sound of Songs.” The perception is that packages viewed in real time are far better for advertisers due to the fact viewers are paying focus to the commercials alongside with the demonstrate in the course of delayed viewing with DVRs, viewers are far more very likely to zap or zip by way of the advertisements.

That ardor for big-celebration Television was underlined on Wednesday when Fox Broadcasting explained that it had currently marketed all the industrial time for Super Bowl XLVIII, to be broadcast on Feb. 2, 2014. The Grammy Awards show will be a week ahead of the Tremendous Bowl, shifted from its typical February time slot to avoid competing from one more illustration of large-function tv, the Winter Olympics.

The 55th yearly Grammy Awards, broadcast by CBS on Feb. 10, 2013, drew 28.four million viewers, according to the community, the next-greatest viewers for the awards demonstrate given that 1993. The purpose of the campaign is to construct on that momentum, as properly as to help the Grammys “weave alone much more deeply into the material of popular lifestyle,” stated Evan Greene, chief advertising officer at the recording academy in Santa Monica, Calif.

“We begin from the premise that every little thing we do from a marketing and advertising standpoint demands to be social, demands to be shareable,” Mr. Greene stated, introducing: “I do imagine strongly that social media has been additive to television, particularly function television. You really do not want to encounter it following the truth, due to the fact there is some thing specific, and fleeting, about the dwell encounter. It’s the identical purpose that concerts and stay audio are common.”

Prior strategies to promote seeing the Grammy Awards present had been concentrated on musicians or fans. “Music unleashes us,” by contrast, is meant to enjoy up the music, that “it doesn’t choose us, it does not make requires,” explained Bob Rayburn, a creative director at TBWA/Chiat/Working day Los Angeles.

“Music allows you be you,” he explained, hastening to insert that he was not invoking the surrealistic Chiat/Day “Reeboks allow U.B.U.” adverts from 1988. He also promised that the “secret message” in the backmasked video would be “much more entertaining than the demonic messages on vinyl” decades back.

Rick Utzinger, also a creative director at TBWA/Chiat/Working day Los Angeles, stated he hoped that after the nominations are introduced on Friday, some nominees will agree to get part in extra aspects of the campaign.

“We’re truly pushing out a good deal more content” than in earlier years, he said, to inspire sharing in social media, and “we want folks to produce their personal content” on platforms like Instagram.

Still, a seemingly surefire route to promote social conversations is being eschewed as overdone. “We variety of made it a level to go away twerking out of it,” Mr. Utzinger stated, laughing.

The budget for the campaign is challenging to estimate, due to the fact the recording academy does not spend for the advertisements on CBS and allied CBS tv and on the web media properties it spends a number of hundred thousand bucks every year on advertisements in other media, according to the Kantar Media unit of WPP.

Such as the CBS adverts — along with innovative and promotional factors from the academy’s other partners like Delta, Hilton, Hyundai, MasterCard, Men and women and Pepsi — the marketing campaign is valued at $ twenty million to $ 30 million.

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