THE 52ND ANNUAL GRAMMY® AWARDS HARNESSES THE POWER OF SOCIAL MEDIA WITH "WE'RE ALL FANS" AD CAMPAIGN
Groundbreaking Campaign Merges Advertising and Social Media and Includes Digital, TV, Print, Out-of-Home, Apparel from John Varvatos and the Web site www.wereallfans.com
SANTA MONICA, Calif. (Jan. 12, 2010) — The Recording Academy® and TBWA\Chiat\Day Los Angeles unveiled an innovative advertising campaign for the 52nd Annual GRAMMY® Awards, airing live on CBS Jan. 31, 8 – 11:30 p.m. ET/PT. The fully integrated campaign, titled "We're All Fans," highlights music fans' unprecedented impact in the current digital age.
The heart of the campaign is the Web site, www.wereallfans.com — a first-of-its-kind interactive fan experience — featuring portraits of GRAMMY-nominated artists composed entirely of real-time, fan-generated YouTube, Twitter, Flickr and Facebook postings. This user-submitted content is continuously gathered from these social media platforms and refreshed on the campaign site to form a constantly evolving, "living" portrait of each artist. TV, print, out-of-home and interactive all support and will drive traffic to www.wereallfans.com.
"Music connects us all and while it comes to life in the hands of artists, it lives and breathes in the hearts and minds of fans," said Evan Greene, Chief Marketing Officer of The Recording Academy. "With the natural evolution of social media, fans have become a cultural force driving the power of music, and this year's ad campaign celebrates the connection between fans and some of today's most relevant artists."
"Fans have always been the driving force of music, but with the rise of social media they are now more powerful, more connected and more influential than ever," said Patrick O'Neill, Executive Creative Director at TBWA\Chiat\Day\Los Angeles. "We wanted to tap into what music fans are already doing: sharing, tweeting, singing about their favorite song/musician/lyric every second, every day, all over the Web. The 'We're All Fans' GRAMMY Awards campaign harnesses this enthusiasm and puts the fans at the center of the idea. And we all know, music is nothing without the fans."
TV, Print and Out-of-Home
Inspired by www.wereallfans.com, TV, print and out-of-home will use social media as building blocks to highlight the varied and unique ways fans pay homage to their favorite artists. TV commercials will include Beyoncé, Lady Gaga, and LL Cool J. Print and out-of-home advertisements feature the five artists nominated for Album Of The Year — Beyoncé, the Black Eyed Peas, Lady Gaga, Dave Matthews Band, and Taylor Swift — as well as other current nominees including Billie Joe Armstrong of Green Day, P!nk, and Carrie Underwood.
Create Your Own Portrait
The Web site will also have the built-in functionality for users to upload their own image and create a "We're All Fans" portrait of themselves, built from fan-generated content about their chosen artist. Fans are urged to return to the site often as new artists will be added throughout the run up to the GRAMMY Awards telecast on Jan. 31.
John Varvatos GRAMMY T-Shirts
Leading men's fashion designer John Varvatos has designed a collection of "We're All Fans"-inspired GRAMMY T-shirts to further support the 52nd GRAMMY Awards that will be available for purchase nationwide through his stores and through Bloomingdales stores. The shirts feature this year's Album Of The Year nominees and will cost $45, with proceeds going to support The Recording Academy's charitable affiliates: MusiCares® and the GRAMMY Foundation®.
About The Recording Academy
Established in 1957, The Recording Academy 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. Internationally known for the GRAMMY Awards — the preeminent peer-recognized award for musical excellence and the most credible brand in music — The Recording Academy is responsible for groundbreaking professional development, cultural enrichment, advocacy, education and human services programs. The Academy continues to focus on its mission of recognizing musical excellence, advocating for the well-being of music makers and ensuring music remains an indelible part of our culture. For more information about The Academy, please visit www.grammy.com. For breaking news and exclusive content, join the organization's social networks as a Twitter follower at www.twitter.com/thegrammys, a Facebook fan atwww.facebook.com/thegrammys, and a YouTube channel subscriber at www.youtube.com/thegrammys.
About TBWA\Chiat\Day
TBWA\Chiat\Day has been agency of record for the GRAMMY Awards for the past three years.
TBWA\Chiat\Day is part of TBWA\Worldwide and was recently recognized as second on Advertising Age magazine's exclusive 2009 list of top U.S. agencies. TBWA Worldwide (www.tbwa.com) creates Disruptive ideas for global clients, including ABSOLUT, adidas, Apple, Beiersdorf, Henkel, Infiniti, Mars, McDonald's, Michelin, Nissan, Pernod Ricard, Pioneer, Samsonite, Standard Chartered Bank, Singapore Airlines, Sony PlayStation and Visa. TBWA is one of the fastest-growing networks in the Top-Ten worldwide advertising agencies, and was named 2008 Global Agency of the Year by Advertising Age and Adweek, magazines. Fast Company Magazine placed TBWA 24th on its 2009 list of "The World's 50 Most Innovative Companies." TBWA has 267 offices in 77 countries, and approximately 12,000 employees worldwide.
TBWA is part of Omnicom Group Inc. (NYSE: OMC) (www.omnicomgroup.com), a leading global marketing and corporate communications company. Omnicom's branded networks and numerous specialty firms provide advertising, strategic media planning and buying, digital and interactive marketing, direct and promotional marketing, public relations and other specialty communications services to over 5,000 clients in more than 100 countries.
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