Grammys places app center-stage in marketing campaign

By Chris Harnick

January 29, 2010

Mobile brand extension

The Recording Academy has launched an iPhone application to extend the Grammy brand and its “We’re all fans” marketing campaign.

The application features a Guess the Grammys game letting consumers challenge friends with trivia about the awards show. The Recording Academy is also using the application as a showcase for the award show’s performances with exclusive photos.

“There’s a few things we wanted to do, one of them was we wanted to extend the We’re all fans campaign,” said Peter Anton, vice president of digital media at The Recording Academy, Santa Monica, CA. “We’re really excited about it because above and beyond extending the campaign in terms of what it is all about, the application carries the look and feel of what we do.”

The Recording Academy was established in 1957 and is an organization of musicians, producers, engineers and recording professionals that is dedicated to improving the cultural condition and quality of life for music and its makers.

Guessing game
Within the application, consumers can guess the winners in the 21 categories of this year’s Grammys.

Up on your music?

Consumers are asked to register their guesses and challenge friends to play along.

After the awards show airs on Jan. 31, consumers will be sent an email showing how well their guesses stood up against the actual winners.

Consumers can also buy the nominated music, as the application redirects them to the iTunes store.

Boom boom pow

In addition to the guessing game, the application developed by Diversion Media features a Did You Know category with trivia and images from past Grammy moments.

Mobile fan base
The iPhone application acts as a way for The Recording Academy to connect much closer with its fan base and to extend the brand into places consumers might not expect.

The target demographic spans a very wide age group, from teens to consumers 50-60-years-old.

The Grammy awards and application have categories ranging from Blues and Latin to Jazz and Rock, appealing to the most diverse music lover.

Nicolas Butterworth, CEO of Diversion Media, New York, said the application is for any music fan.

“Fans are talking and thinking about the Grammys everywhere as we build up to the show,” Mr. Butterworth said. “Now they have a way to interact and participate no matter where they go.”

The application is free to download and does not feature advertisements – it is merely a brand extension for the Grammys.

After just one week, Mr. Anton claims the application had 50,000 downloads. Last year’s Grammy application had a total of 200,000.

The application is being promoted across Facebook, Twitter, at http://www.grammys.com and it has prominent placement within Apple’s App Store.

“This is the first time we have enabled fans to guess who they think will win across the 21 categories,” Mr. Anton said. “This is a really neat opportunity for fans to get into peer-to-peer interaction.

“The application is just another way for us to reach our demographic that is continuing to skew in a younger direction, its great way for us to reach those folks and let them know about this great opportunity for them to connect with the brand,” Mr. Anton said.