Working for an ad agency, im always looking out for things to get inspired from and translate into solutions for my clients. While engaging in everyday social media snooping, I found some cool stats and example case studies on ways viewers and brands are leveraging on 2nd screen activity during the Grammys. Have made it into a deck and included some questions and personal opinions on how probably we could use the learnings to think about the next big thing that ad agency can get inspired for their clients or even business owners. Feel free to download and use it for inspiration. :)

1. THE GRAMMY AWARDS 2016
WHAT WE CAN LEARN ABOUT
2ND SCREEN ACTIVITY FROM
@dillyrious

2. IN THIS NEW ERA OF STREAMING AND TORRENTING, THERE ARE
NOT MANY INSTANCES THAT CALLS FOR VIEWING OF TV. WITH
AWARD SHOWS AND EVENTS LIKE SUPER BOWL, PEOPLE DO
WATCH TV, BUT IN A WAY THAT THEY ARE ALSO ENGAGED WITH
THEIR 2ND SCREEN - THEIR MOBILE PHONES.
SO WHAT CAN WE LEARN ABOUT 2ND SCREEN
ACTIVITIES FROM THE DATA AND EXAMPLES WE
FOUND DURING GRAMMY 2016?

3. GOOGLE TRENDS SEARCH RESULTS

4. 2ND SCREEN ACTIVITY - GRAMMY AWARDS 2016
GOOGLE SEARCHES ON MOBILE
Watching television is now not a one way form of communication anymore. Viewers now use their
phones at the same time, either to just check their social media feed or to even find out questions about
things showed online.
These data from Google Trends tracked on how viewers were using their phones during Grammy
Awards to not only talk about their opinions but to find out more on the show / performers on the show.

5. PRE-GRAMMYSWHAT PEOPLE WERE SEARCHING FOR JUST BEFORE THE GRAMMYS STARTED

6. https://www.google.com/trends/story/US_cu_aBxIx1IBAAByWM_en
PRE-GRAMMYS

7. https://www.google.com/trends/story/US_cu_aBxIx1IBAAByWM_en
PRE-GRAMMYS

8. https://www.google.com/trends/story/US_cu_aBxIx1IBAAByWM_en
PRE-GRAMMYS

9. HOW CAN THESE LEARNINGS HELP OUR CLIENTS / BRANDS?
• How can a brand leverage on the google searches before a big event?
E.G - buy keywords / google adwords on pre-determined searches that people would be interested in?
• How about the brand you're working on building a site with all information the information crave
people would need? Or offer a service that people can use while watching the grammys?
e.g. food delivery, music company - download songs that Universal artistes are performing / appearing
at Grammys?

10. DURING GRAMMYSWHAT PEOPLE WERE SEARCHING WHILE WATCHING THE GRAMMYS

11. DURING GRAMMYS
https://www.google.com/trends/story/US_cu_aBxIx1IBAAByWM_en | http://www.adweek.com/news/television/these-brands-and-artists-won-grammys-social-media-169666
* Additional Info: Kendrick Lamar took home five Grammys and Swift added another
three, but Wiz Khalifa, The Weeknd and Charlie Puth were the biggest draws on
Facebook, Twitter and Instagram, respectively, for the night. Swift was No. 7 on Facebook
and Instagram, while Lamar peaked at No. 5 on Twitter.

12. DURING GRAMMYS
https://www.google.com/trends/story/US_cu_aBxIx1IBAAByWM_en

13. DURING GRAMMYS
https://www.google.com/trends/story/US_cu_aBxIx1IBAAByWM_en

14. DURING GRAMMYS
https://www.google.com/trends/story/US_cu_aBxIx1IBAAByWM_en

15. DURING GRAMMYS
https://www.google.com/trends/story/US_cu_aBxIx1IBAAByWM_en

16. DURING GRAMMYS
* Additional Info: Taylor Swift added the most followers of the day. She brought in
67,701 new Twitter followers and 121,549 new Instagram fans after the Grammys.
https://www.google.com/trends/story/US_cu_aBxIx1IBAAByWM_en | http://www.adweek.com/news/television/these-brands-and-artists-won-grammys-social-media-169666

17. DURING GRAMMYS
https://www.google.com/trends/story/US_cu_aBxIx1IBAAByWM_en

18. DURING GRAMMYS
https://www.google.com/trends/story/US_cu_aBxIx1IBAAByWM_en

19. HOW CAN THESE LEARNINGS HELP OUR CLIENTS / BRANDS?
• How can a brand leverage on the google searches during the event?
E.G - buy keywords / google adwords on the artistes will be performing.
• Since there are a lot of questions in regards to the performances?
E.G - Could a client or brand- build a search results add ons? A website that people could put all of
their questions and answer them? Showing that “the company” always have the answers.
• Since it is evident that lyrics, songs and artists performing on Grammys are searched for, how can your
clients everage on this? Could your client consider working with google to pay for searches for direct
download of music, or is it an app that can show lyrics of the song being performed at the moment -
sync with TV?
• Something to think about - what about other events - perhaps your a nationwide event e.g Singapore
National Day? Do you have a client that have values or positioning that can piggy back with the event?
Should you be thinking about a social campaign related to it?

20. AFTER GRAMMYSWHAT PEOPLE WERE ACTIVELY SEARCHING AFTER THE GRAMMYS ENDED

21. https://www.google.com/trends/story/US_cu_aBxIx1IBAAByWM_en
AFTER GRAMMYS

22. https://www.google.com/trends/story/US_cu_aBxIx1IBAAByWM_en
AFTER GRAMMYS

23. https://www.google.com/trends/story/US_cu_aBxIx1IBAAByWM_en
AFTER GRAMMYS

24. HOW CAN THESE LEARNINGS HELP OUR CLIENTS / BRANDS?
• If your clients / brand do not want to work on a build during or before a big event, think about how
your clients / brand can think of using the search results people are actively searching for. Since
interest will spill over for a couple of days, why don't search the Google Trends after the big event or
show like Grammys and see what kind of insights are people searching for?
E.G. Taylor Swift winning brought out a lot of message about feminism, how can your brand / client
latch on this for a CSR while the iron is hot?

25. SMART COLLABORATION / CONTENT CREATION / SEEDING
THAT BRANDS DID DURING GRAMMYS 2016

26. https://www.youtube.com/watch?v=4Y8bUT8UXUA
JIMMY KIMMEL - VIDEO CONTENT
Jimmy Kimmel have a series of video content where he gets artistes to read mean tweets about themselves.
His team edited a new version featuring Meghan Trainor, James Taylor, Little Big Town, Common, Ed Sheeran, Kelly Clarkson, Charlie Wilson, Blake Shelton, Wiz
Khalifa, Demi Lovato, Drake, One Direction, Lionel Richie - which are all having appearances and / or performing on Grammys. They boosted the promotion /
seeding for this video as soon as Grammys ended - while people have the artistes fresh in their memory and that when users search for those artistes, they get
suggested with the video and it is relevant to what they would probably be interested in.
Learnings : Consider thinking about not just the content but the people mentioned or appearing in your content, is there a topical event you can strategically
piggy back with to help your content get seen? (Similar to how BBH cleverly released IKEA book book releasing during iPhone 6 release)

27. INTEL - COLLABORATION WITH LADY GAGA
Intel approached Lady Gaga upon knowing that she was going to perform a tribute for David Bowie, seeing how potentially they can collaborate
with the innovative artist. Oh performance, Intel and Lady Gaga debut an ad touting the technology that went into her stunning Grammys tribute to
David Bowie. Intel ended up ranking No. 5, No. 8 and No. 3 on Facebook, Twitter and Instagram, respectively.
Learnings : Is there an opportunity for your brand / clients to collaborate with an artiste, even if its not technology, is it fashion? Because just by sponsoring
clothes, Gucci saw the most growth on Twitter and Instagram, based on its red carpet posts, earning the fashion brand 5,039 new Twitter followers and 11,687
new Instagram fans just from Grammys alone.
https://youtu.be/3fGBZhsa4VU

28. TARGET - WORLD’S FIRST LIVE MUSIC VIDEO
This year, the discount retailer is trying to do one better with “the first music video ever created on live television” with singer Gwen Stefani. The
performance, took place in L.A. during the Grammy Awards (but taking place at another location than the ceremony itself), was a four-minute
commercial-slash-rock video, complete with set and costume changes, all featuring Gwen Stefani. The video was aired live during Grammys
commercial break. Clever use of “superbowl-like” media space by Target to do something big during a huge event. Throughout the video, Target’s
logo appeared sporadically in the background.
Learnings : How do we “find” prime media real estate, that people do not think of? And what other collaboration can we think about with Universal with any of
our clients to create something talk-worthy.
Link to the Music Video :
https://youtu.be/0uljUDtv1Kw
Link to the Behind The Scenes Video :
https://youtu.be/xb6MzQnjmRE

29. USE OF INFLUENCERS - TWITTER | INSTAGRAM | SNAP CHAT
For this year's Grammys, the Academy set Twitter mirrors on the carpets at MusiCares, Pre-GRAMMY Gala (Clive Davis) and backstage at the actual
awards show in which they collaborated with YouTube star Connor Franta, who has amassed 5.2 million subscribers to his channel, as an official
"Twitter reporter" tweeting from behind the scenes. LL Cool J, Jack Ü, Luke Bryan and Kehlani were commissioned by Grammys to share behind the
scenes on Instagram. Snapchat collaborate with Grammys to have a Grammy Awards Live Story. Like all their live stories, this means the music
awards show will be captured by many perspectives from those attending and compiled into one giant story. BuzzFeed have their reporters
‘snapchatting’ the event too. All these channels are specifically build knowing the mobile habit that viewers now have while watching television.
Learnings : Influencers have proven to be the key in getting things noticed. Think about how to involve influencers at an earlier stage of your campaign for a
“sure view”. Brands in Asia are not doing much on snapchat at the moment though the number of daily active users are definitely increasing. With 1000 stories
viewed per dollar charge, how can your clients or brands work with Snapchat?

30. CLOSING NOTE - SOMETHING TO PONDER
• What other ways can we leverage on for our upcoming campaigns, knowing there is proof that 2nd
screen activity is now a natural human habit?
• Are there any upcoming events, locally or internationally that we can tap with?
• Which clients of us would be interested in such tactical briefs? Could it be an initiative?
• Specify which social media platform and age group we would like to target to, to avoid stabbing in the
dark on the best platform to disrupt.
• What other platforms can we leverage on? Could the idea be as simple as creating articles with social
media blogs and influencers and tactically posting and boosting content during specific time?
• Which event could we sneakily use as the social media “superbowl” we could claim?