The Grammy Awards are nearly six weeks away, but it’s never too soon to begin promoting (and building buzz) for the event.
The Recording Academy, which puts on the awards, has launched a social trivia game (running through Jan. 29) titled “Get Me to the Grammy’s,” that will award players with seven weekly prizes from each of the Grammy’s six participating partners (Delta Airlines, Harman, Hilton Hotels & Resorts, Hitlab, MasterCard and Procter & Gamble). The grand prize will feature two tickets to the award show on Feb. 10 in Los Angeles.
“This particular promotion came up as a result of a Grammy partner summit we had earlier this year,” Evan Greene, chief marketing officer of The Recording Academy, tells Marketing Daily. “A lot of them had expressed interest in working together to enhance their social input to interact with the Grammy’s and each other.”
The games will involve Grammy trivia, and games such as completing song lyrics or participating in a scavenger hunt (with participants earning points based on their interactions on Facebook pages), were designed to foster social media chatter and increase buzz before the awards show.
“For us, it’s all about adding to the social conversation, and it’s all about finding new and different and innovative ways to engage with our audience,” Greene says. “[As] we create a level of increased excitement, that will amplify as we get closer to the telecast … The more they talk about it and share about the Grammys, the more it creates excitement and interest in the telecast.”
The Recording Academy will promote the game through its social media channels, including Facebook and Twitter, and it will also be promoted through the partners' social media outlets, he says.
“If we’re successful with this thing, we can [use] partners in each of those areas, and we’ll get concentric circles of influence,” Greene says. “That’s where the real engagement starts, when multiple groups of people are all talking about us.”
This article initially appeared in MarketingDaily on December 19.