Top 5 Music Marketing Moments of the 2014 Grammy's
The 2014 Grammy Awards were full of award surprises, awesome performances, never-before seen artist collaborations, interesting fashion statements, and lots of shots of Taylor Swift dancing in the front row. Here at Cashmere, we loved watching the whole show, not only for the music, but for the unique marketing opportunities that arise before, during, and after the event. With such a large audience both on TV and on various second screens, we noticed many brands taking advantage of their place in the music industry. Here are our music-marketing winners of last night’s Grammy’s.1. Arby’s Twitter Conversation with PharrellObviously Pharrell’s hat was one of the most talked about hits of the show. His fashion statement immediately became the talk of Twitter, even spawning its own handle @PharrellHat (which now has over 16K followers). The funniest comment came when the social media manager for Arby’s took advantage of a newsworthy moment tweeting from their official account, “Hey @Pharrell, can we have our hat back? #GRAMMY’s”, a nod to the similarity between his hat and their logo. With Pharrell’s clever response tweet (reaching his 2.7M Twitter followers), we would say Arby’s came out winning the night.
2. Pepsi’s Halftime Show BlitzIf you were like me, checking the #GRAMMYs hashtag throughout the night was a must, seeing what the rest of the world was saying about specific moments and performances. You may have also noticed that each time you clicked the tag, the first tweet was from the Pepsi Twitter account, an obvious Twitter Promoted Tweet ad-buy that had them at the top of search all night. Now I am usually not a fan of promoted tweets, especially when they're not well-planned, but this one was different. Pepsi successfully blended the live event, social media interaction, and traditional advertising to make a huge splash during the show. First, the promoted tweet teased a Grammy’s Halftime show (which doesn’t really exist), with a link to a clip of their upcoming commercial. Throughout the night, they tweeted about their upcoming (sponsored) Super Bowl halftime show, which featured Grammy-nominated Bruno Mars, merging the two biggest TV moments to kick-off 2014. Following Bruno Mars win for Best Pop Vocal Album, Pepsi aired their version of the “Grammy’s Halftime Show”, featuring a comedic musical performance from NFL stars Mike Ditka, Shannon Sharpe, Matthew Stafford, Terry Bradshaw, and Deion Sanders. The commercial, timed with promoted tweets, interesting Vine clips, and a tie to Bruno Mars' show appearance, made this a huge campaign success for Pepsi.[youtube=http://www.youtube.com/watch?v=WzKRC8Lz6g8&w=640&h=360]
3. Target’s Exclusive Album ReleasesTarget took advantage of a major musical moment on TV to announce their album launches for artists like Justin Timberlake, Shakira, The Band Perry, and Janelle Monae. Reminding fans that they still sell actual CD’s, Target launched 8 different ad spots that featured these major recording artists, all teasing their upcoming releases. And although these ads triggered some negative Tweets regarding their recent credit card breach and their refusal to sell the Beyoncé album, they took advantage of over 30 million television viewers celebrating good music.[youtube=http://www.youtube.com/watch?v=vjVx_oZ4sY4&w=640&h=360]
4. John Legend Chevy CommercialIn marketing, sometimes timing is everything. Many brands try to find the perfect moment to showcase their campaigns, especially when it involves a music partnership. Last night Chevy found that moment. Right after John Legend gave a riveting solo performance on his piano, the commercial segment featured this Chevy spot featuring Legend and his hit “Made to Love”. Well done planners, well done.[youtube http://www.youtube.com/watch?v=jfAkpu3nuT0?rel=0&w=640&h=360]
5. Beats Music Live TweetingBeats Music, the new music streaming service from Beats by Dre, a competitor to services like Rdio and Spotify, had a well planned Twitter strategy that drove direct traffic to their app throughout the night. Capitalizing on major moments from the show, they were well equipped to jump in the conversation with relevant messages and a seamless integration to their service. Read through their Twitter Feed from yesterday and you will see how each musical moment was tied directly into a playlist, a song, or a feature of their recently launched app.What were your favorite moments from last night (music or not)? —Kyle (Twitter|Instagram)